Learn why stable MMMs can still be wrong and how to build robust models that adapt to real changes while resisting noise in your data.| Recast
Learn why internal validation metrics mislead when judging MMMs and how to validate models with real-world testing.| Recast
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| Recast
Explore how Causal Directed Acyclic Graphs (DAGs) improve Marketing Mix Modeling by clarifying causation and preventing bias in analysis.| Recast
MMMs are holistic models operating at an aggregate level. That means if any of the data isn't correct, it puts the whole model in jeopardy.| Recast