What Actually Makes MMM Predictable
What Actually Makes MMM Predictable Some people imply that marketing is too unpredictable. Some even go as far as to
Blogs
Why Defining “Base” as Just Trend + Seasonality is a Bad Idea
Why Defining “Base” as Just Trend + Seasonality is a Bad Idea In one of our recent MMM projects, we
Brand Equity ALSO Does Performance Marketing (Just Not Immediately)
Brand Equity ALSO Does Performance Marketing (Just Not Immediately) In my previous post, I had mentioned that Performance Marketing DOES
Unpopular Opinion – Performance Marketing DOES build Brand Equity (Just not efficiently)
Unpopular Opinion – Performance Marketing DOES build Brand Equity (Just not efficiently) Most articles that I have seen on the
Is Going Niche a Bad Move for Small Brands?
Is Going Niche a Bad Move for Small Brands? I came across a very interesting post from Elena Jasper on
The Power of Integrated Measurement System – MMM, Experimentation and Causality
The Power of Integrated Measurement System – MMM, Experimentation and Causality ▪️MMM alone is not Marketing Measurement. ▪️Experimentation alone is
The Inference-to-Description Ratio
The Inference-to-Description Ratio We just got a pat on the back from one of our clients, who said “Your MMM
The Effect of Meta’s Click-Based Attribution Recategorization
The Effect of Meta’s Click-Based Attribution Recategorization Meta recently informed marketers that they are changing how click-through attribution is defined.
Why you need much more than R Squared Value to Judge your MMM
Why you need much more than R Squared Value to Judge your MMM Around 2 years ago, a client asked
MMM Model Update Cadence Is Often Decided by Budget and Not by What is Ideal
MMM Model Update Cadence Is Often Decided by Budget and Not by What is Ideal So here is a unpopular
