How to use Marketing Mix Models for forecasting and optimization
So, you’ve built a solid Marketing Mix Model (MMM) to make sense of your past performance, but the...
Crystal clear? The importance of transparency in Marketing Mix Modeling
I remember being told early in my career that marketing mix models are much like sausages – they...
Is daily MMM a good substitute for MTA?
The increased focus on consumer privacy in recent years has caused well-documented disruption in...
Open-source MMM vs strataQED
Aren’t open-source platforms more flexible/customizable?
Firstly, many of the open-source offerings...
How incremental is your attribution?
Every marketer wants to understand cause and effect – by understanding the impact that our actions...