Blogs

Why Synthetic Control Method (SCM) says Yes when the right answer is a Big Fat NO Honest surgeons don’t advise

MMM is a Game of Subjective Refraction Couple of days ago, I went for my regular eye check up and

How to Validate The Interaction Terms in MMM In my last post, I wrote about why one should add interaction

Why add Interaction effects in MMM and How many interaction terms to add? Last week I got a very interesting

Getting to 90% accurate MMM Model – Just Crown The Highest Spend Channel as Hero. I am about to tell

Brand Building Channels’ Saturation – Diminishing Returns, Not Diminishing Importance !! One of the most common reactions after looking at

Good MMMs are not built to predict the future, they are built to change the future!! Every good MMM is

Why we built a Product for each failure mode of MMM? Every MMM project fails primarily due to the following

Still Hesitating to Adopt Marketing Mix Model (MMM)? Don’t. Happy New Year All, In 2017, I made a prediction that

Gen AI and The Need for Galapagos Island I am a former NLP Engineer. Yes the very word NLP now