Let’s start with the “bad” news: the true incremental ROI of any campaign is unknown and unknowable. Marketing performance lives in a world of noise, lags, and missing data. We would all love to be able to report numbers like “3.7x ROI” as if they were the objective truth – […] The post Why You Should Use Forecast Ranges in Media Mix Modeling (Not Single-Point Predictions) appeared first on Recast.
