A taxonomy of biases in Marketing Mix Model effect estimation – Part 1
One of the ways I can tell who is an experienced Marketing Mix Model analyst vs a data person who...
In response to "Your MMM is Broken", a viable estimation strategy
A few weeks back, this paper got some attention in the marketing measurement corners of the...
Response Curves: Lost in Paradise
What are response curves and why you should care about them
Response curves are one of the most...
How to dramatically speed up your Marketing Mix Modeling
I learned Marketing Mix Modeling - what MMM is, how to estimate one, and what to do with it - from...