Marketing Mix Modeling for Atypical Brands: Can It Work for You?
Marketing Mix Modeling (MMM) is a widely used technique to measure the impact of paid advertising...
A taxonomy of biases in Marketing Mix Model effect estimation – Part 2
A key strength of Marketing Mix Models as an approach to measuring and planning marketing budgets...
Our response to Google's Meridian launch
Google's announcement of Meridian, its new open-source marketing mix model (MMM), marks another...
Can you truly automate Marketing Mix Modeling?
Automation and AI are revolutionizing industries at a breakneck pace, and Marketing Mix Modeling...
Choosing between Additive and Multiplicative models in Marketing Mix Modeling
In the world of data-driven decision-making, selecting the appropriate model for your data is a...
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...
Understanding Clicks vs. Impressions: key marketing touchpoints
Crafting a successful marketing strategy goes beyond just serving up the right ads—it’s about truly...
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...
Navigating the evolving MMM landscape: balancing automation with expertise
The landscape of Marketing Mix Modeling (MMM) is evolving rapidly. In 2024, we are witnessing a...