Response Curves: Lost in Paradise
What are response curves and why you should care about them
Response curves are one of the most...
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...
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...
Is MTA dead?
The original promise of Multi-Touch Attribution (MTA) was that it excelled at offering a detailed...
How to use pricing analyses to grow your business
So far, we’ve talked about the theoretical background of price elasticity in Part 1: How to use...
Is daily MMM a good substitute for MTA?
The increased focus on consumer privacy in recent years has caused well-documented disruption in...
Marketing Mix Modeling, Multi-Touch Attribution, or both?
Are you a marketer struggling with budget planning and understanding the impact of your campaigns...
Leave No Trace - unless you're an advertiser
As the New Year progresses at a scary pace, we can safely assume many of us are settling in to New...
Bart De Pauw of GroupM and Marcel van der Kooi of ScanmarQED discuss Triangulation
In this interview, Chief Business Intelligence Officer of GroupM, Bart De Pauw talks with CEO of...
"It's behind you!"
What did the pantomime dame shout to the econometrician searching for a statistically significant...