Why Experimentation is not a substitute for Marketing Mix Modeling (MMM)
So a lot of myths have been propagated by digital marketers of late, such as MMMs should be adopted only
Blogs
Why a β-hat outlook is more beneficial than Y-hat in Marketing Mix Modeling (MMM)
I know some of you must be wondering what is β-hat and Y-hat. So lets start this post with a
Why you shouldn’t use Geo tests to fix priors in Bayesian MMM
Are you using Geo tests to fix priors in Bayesian MMM? You might want to rethink that. Priors are subjective
Want performance guarantees ? choose Frequentist MMM
One of the hallmarks of Frequentist philosophy is the adoption of Type 1 error rate control. Type 1 error is
Bayesian uncertainty ≠ Frequentist uncertainty
The word uncertainty means different things in Bayesian MMM vs Frequentist MMM. From a Frequentist perspective, the uncertainty is due
Adopting MMM for the first time ? Use Frequentist MMM
So Google just deprecated third party cookies for 1% of users worldwide. In nearly 270 days, third party cookies will
Marketing Mix Modeling > Media Mix Modeling
Marketing Mix Modeling > Media Mix Modeling In a recent client pitch meeting, a client asked us what is the
Learnings from OG MMM – FMCG/CPG MMM
Learnings from OG MMM – FMCG/CPG MMM It is a well known fact that FMCG/CPG industry were the pioneers in
Weekly MMMs?
Weekly MMMs? Some prospective clients ask us: ● How frequently should they update their MMM models? ● Is a weekly
How MMM can make the CMO role a ‘Non Revolving Door’ job
How MMM can make the CMO role a ‘Non Revolving Door’ job. ● “Can you help us prove that our
