Learn why internal validation metrics mislead when judging MMMs and how to validate models with real-world testing.| 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
Explore how integrating geo-testing with MMM transforms marketing accuracy, helping to validate strategies and optimize spend.| Recast
Discover the top 9 questions to ask MMM vendors or your marketing science team to ensure effective media mix modeling.| Recast
Recast's checklist template of important features to consider when evaluating a media mix modeling vendor or building your own MMM in-house.| Recast
If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers. If we’re advertising … Causal Inference: Where does it sit in the hierarchy of evidence? Read More »| Recast
Why is the problem of validation so difficult in the context of MMM? Let's break down the challenges present and how to overcome them.| Recast