You cannot double your spend and expect sales to double. Advertising on auction-based platforms exhibits diminishing returns.| Recast
Marketing Mix Modeling’s main goal is to find the incremental return of every marketing investment, but how can you validate your model?| Recast
How does Google LightweightMMM work? We break down the core features of Google's open-source media mix modeling package.| Recast
Explore why good priors are critical for Bayesian MMM accuracy, how they shape insights, and Recast’s rigorous process for setting them.| Recast
Facebook Robyn is a popular Marketing Mix Modeling tool. It's open-source so anyone can see how it works, but we'll explain the statistics.| Recast
If you’re seeing that MTA is less and less effective, and you have your eyes on MMM, here's what you need to know.| Recast
Bayesian methods for Marketing Mix Modeling (MMM) have been growing in popularity. In this article, we discuss the core advantages of using Bayesian methods.| Recast
You're probably modeling seasonality the wrong way. Controlling for seasonality means underspending at peak times. Learn what to do instead.| Recast