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...
Marketing Mix Modeling
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...
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...
How actionable insights increased ROI
Background
Our client was an old brand with a new Consumer Insights and Marketing team. They were...
An Olympic effort – achieving gold standard marketing effectiveness
As the world eagerly anticipates the Paris Olympics later this month, the air is thick with...
Aggregated response curves are here!
strataQED just got better with our latest release 2024.2
Want to view your response curves on an...
Our thoughts on Google's Modern Measurement Playbook
Google has recently released the latest version of their ‘Modern Measurement Playbook’ describing...
Understanding why your ROI might change
When updating a model one tends to compare the effectiveness of any new activities / campaigns...
Webinar: Importance of Response Curves
Response curves are arguably the most important output from marketing mix modelling – they define...