"It's behind you!"
What did the pantomime dame shout to the econometrician searching for a statistically significant...
Marketing Mix Modeling (3)
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...
Open-source MMM vs strataQED
Aren’t open-source platforms more flexible/customizable?
Firstly, many of the open-source offerings...
How incremental is your attribution?
Every marketer wants to understand cause and effect – by understanding the impact that our actions...
Making the most of a slope
With the Tour de France behind us and with La Vuelta just around the corner, I have been musing...
Optimize your marketing portfolio checklist
One of the challenges that marketers face is how to optimize their investments. With marketing...
4 elemental questions to ask regarding Marketing Mix Modeling
New choices for Marketing Mix Modeling implementation
For the last few decades the process of...
