Don’t make million dollar marketing decision just based on correlation
Marketers are sometimes given bad advice that they should not go for advanced methods for marketing impact measurements. Instead they
Blogs
Unpacking the granularity problem in MMM
One of the complaints many have with respect to MMM is that it does not provide granular insights. While there
Validating MMM models the right way
I often come across posts where people overtly prescribe out of sample error and incrementality testing as the only way
Don’t train-test split your data in Marketing Mix Modeling
In MMM, You don’t need to train/test split your data. Okay, some of you might be shocked since I am
How Multicollinearity saps the statistical power
If you are familiar with Marketing Mix Modeling (MMM) or just multi linear regression in general, you must have noticed
How useful is F-test in Marketing Mix Modeling?
As most of you know, one of the interesting application of linear regression is Marketing Mix Modeling (MMM). Even though
Unpacking the granularity problem in MMM
One of the complaints many have with respect to MMM is that it does not provide granular insights. While there
What? MMM has inbuilt Incrementality testing?
Did you know MMM has inbuilt Incrementality testing? Let me elaborate. Incrementality is defined as the additional impact of a
How to deliver robust MMM models quickly
There are some parallels between efficient and quick MMM delivery and that of a F1 pit stop. Much like a
Boost your incrementality testing through Causal Experiments
During the Black Friday – Cyber Monday (BFCM) period, we often notice that brands increase their marketing spends, roll out
