Explore the replication crisis, P-value pitfalls, and their impact on Marketing Mix Modeling. Learn best practices for reliable analysis.| Recast
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| Recast
Why controlling for too many macro variables in MMM can backfire—and how to model external shocks the right way.| Recast
The Search Advertising Market has been valued at 178 Billion in 2021 and is expected to grow at an 8.5% Compounded Annual Growth Rate from 2021 to 2018. Search is an important part of the Marketing Mix for most companies. One of the drivers of Search Advertising’s rise is its … Are you wasting money on Branded Paid Search? Read More »| Recast
This article clears up common confusion, and discusses six myths, around important incrementality testing concepts.| Recast
You can boost revenue by scientifically optimizing your marketing spend. What could go wrong? It turns out that many things can.| Recast
Someone posed the following query in a marketing measurement slack I’m in: At first, this question seemed really easy. Hubristically, I replied “just use a t-test for difference in means.” However, it turns out that the analysis isn’t quite so straightforward (which I realized after a few minutes of thought … Is there a good way to do a test of statistical significance for ROAS? Read More »| Recast