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
Blogs
Why Heteroscedasticity matters in Marketing Mix Modeling
MMM is something that always leads you to reminisce about the learning one had or hadn’t during their statistics course.
MMM pro tip: Use spends instead of Impressions
1. Spends are more actionable and transactional, as you can measure direct impact on sales. Spends data directly reflects the
Halo Effect ≠ Interaction Effect
In Marketing Mix Modeling, I often come across explanations that conflate Halo effect and Interaction effect. The two are not
Market Mix Modeling (MMM) -101
Market Mix Modeling (MMM) is a technique which helps in quantifying the impact of several marketing inputs on sales or
Market Mix Modeling 101 — Part 2 (Contribution Charts)
In this article, I would like to explain — How to interpret Contribution charts and what are the common pitfalls to avoid.
Market Mix Modeling: 101 — Elasticity
In this article, I would like to introduce you to the concept of elasticity. So, What is Elasticity? Elasticity is
Conjoint Analysis: 101
Have you ever wondered what type of chocolates do customers prefer? Which flavour goes well with customers? Are customers price
Screening Data Science Resume using NLP
Resume building is very tricky. A candidate has many dilemmas, · whether to state a project at length or just
Recommender Engine – Under the hood
Many of us are bombarded with various recommendations in our day to day life, be it on e-commerce sites or
