Learn why internal validation metrics mislead when judging MMMs and how to validate models with real-world testing.| Recast
You’ve spent countless hours building an MMM model. How can you be sure that your model is not completely misguided?| Recast
Discover 10 common mistakes in Marketing Mix Modeling (MMM), from mis-using R-squared to ignoring seasonality.| Recast
Explore overfitting in Media Mix Modeling: Learn risks, misleading metrics, and out-of-sample validation for accurate model assessment.| Recast
At Recast I have the privilege and challenge of introducing advanced statistical concepts to people who have a strong desire to be more data driven, but who do not have much of a background in formal statistics. While word has gotten out that “statistical significance” isn’t all it’s cracked up … Why R-squared is worse than useless Read More »| Recast
Recast’s MMM employs Bayesian statistics. Discover why Bayesian approaches are transforming marketing attribution for top brands.| Recast