Why Heteroscedasticity matters in Marketing Mix Modeling (MMM)
MMM is something that always leads you to reminisce about the learning one had or hadn’t during their statistics course. 15
Blogs
Moments – Statistics’ physics connection
Interesting Fact: Imagine you sculpted your distribution out of wood and tried to balance it on your finger. The balance
Seeing Statistical Tests through the lens of Signal vs Noise
Seeing Statistical Tests through the lens of Signal vs Noise. Most statistical tests are designed to discern signal from the
A high t statistic does not indicate strong relationship between dependent variable and Independent variable
Gentle Reminder : A high t statistic does not indicate strong relationship of IVs with the DV. Just the other
How a statistical technique that helped solve German Tank problem during WW2 is helping us get accurate attribution in Marketing Mix Modeling (MMM)
When we talk about application of statistics during world war 2, somehow the image of the airplane with red dots
What does ‘statistic’ in statistics mean?
Are you confused about the meaning of ‘statistic’ in statistics? You’re not alone. Many blogs and posts on the internet
Confidence intervals in a way are barometer of your Marketing Mix Models
A lot of people blame Confidence Intervals and its ‘unintuitive’ nature for switching to Bayesian side of things. But if
Looking to get started on MMM? Know your type of Data.
One key advice I give to statisticians/data scientists looking to get started on Marketing Mix Modeling (MMM) is – Know
Why you should not expect high R squared value in your MMM models
Why customers should not expect their Marketing Mix Models (MMM) to have very high R squared value. Somehow over the
MMM pro tip: Use spends instead of Impressions in your model
1. Spends are more actionable and transactional, as you can measure direct impact on sales. Spends data directly reflects the
