Mathematically Optimal Solution ≠ Optimal Marketing Solution
Mathematically Optimal Solution ≠ Optimal Marketing Solution One of the important use cases of Marketing Mix Modeling (MMM) is the
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Why should you update your MMM model? and How often should you update them?
As MMM is gaining acceptance in newer domains, most prospective clients ask the following questions. ▪ Why should we update
Why MMM Needs Innovation
MMM is not new. CPG/FMCG domain has been adopting MMM for nearly 30 years. The statistical methodology behind it, is
Why Decomp RSSD is a Business Fit Metric
Decomp RSSD – The business fit calibration During the Meta panel discussion (link in Resources section), I had mentioned about
You can do MMM with small Marketing Spends
MMM is for enterprises of all sizes Of late I came across a lot of posts proclaiming that MMM is
How to use AIC to select the best Marketing Mix Model (MMM).
How to use AIC to select the best Marketing Mix Model (MMM). Firstly, let’s look at what is AIC and
How understanding seasonality and cyclicity can help you build better MMM models
Seasonality ≠ Cyclicity Be it time series analysis or Marketing Mix Models (MMM), the distinction between seasonality and cyclicity is
Standardization before Regularization in MMM
Standardization before Regularization in MMM In my last post (link under resources), I covered the topics of Multicollinearity and Endogeneity.
How common are S-curves in Marketing Mix Models (MMM)?
How common are S-curves in Marketing Mix Models (MMM)? Before we dwell on the S-curves, let’s talk about the Hill
Multicollinearity is one of the enemies of Marketing Mix Modeling (MMM).
Multicollinearity is one of the enemies of Marketing Mix Modeling (MMM). Multicollinearity generally occurs when there is a high correlation
