You’ve spent countless hours building an MMM model. How can you be sure that your model is not completely misguided?| Recast
How can marketers track what cannot be tracked? The ‘dark funnel’ is one of the main challenges we all face when it comes to attribution.| Recast
What is incrementality? It's about measuring what actions would not have happened without a specific intervention. For example if you spend money advertising a product, you need to know how many people bought that product because of the ad.| 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
A core problem to solve when doing MMM is handling how the results from a previous period carry over into the next period. Let's explore it.| Recast