Response Curves: Lost in Paradise
What are response curves and why you should care about them
Response curves are one of the most...
Marketing Mix Modeling (2)
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 daily MMM a good substitute for MTA?
The increased focus on consumer privacy in recent years has caused well-documented disruption in...
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...
Minimizing the pain of data collection
Data collection is one of the most important preparatory stages in the Marketing Mix Modeling...
Making media measurement actionable
Will measurement give you everything you want?
Probably not. Good measurement will only give you...
Beyond the Ghosts: Unmasking the realities of AI and MMM
A reliance on the past
ChatGPT, the well-known AI language model, leverages pre-existing data to...