How Train – Test Validation Quietly Changes the Philosophy of MMM
How Train – Test Validation Quietly Changes the Philosophy of MMM Yesterday, I interviewed a candidate for an MMM role
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Marketing Measurement Has Its Own Schrödinger’s Cat Problem
Marketing Measurement Has Its Own Schrödinger’s Cat Problem According to Quantum Mechanics: Before measurement, a particle exists in multiple possible
Meta’s MCP + CLI and why accurate Marketing Measurement matters even more.
Meta’s MCP + CLI and why accurate Marketing Measurement matters even more. Last week, Meta opened the door to Agentic
Move 37 Won’t Come From the Core of MMM but the Periphery
Move 37 Won’t Come From the Core of MMM but the Periphery In 2016, AlphaGo vs Lee Sedol match, AlphaGo
Retargeting Campaigns Turn Your Estimand from ATE to ATT
Retargeting Campaigns Turn Your Estimand from ATE to ATT In various platforms, one has the option to retarget audiences. For
Causality is the cheat code for accurate predictions
Causality is the cheat code for accurate predictions In a recent client project, we were pleasantly surprised to see that
Why you should not include Macroeconomic variables in Base of MMM?
Why you should not include Macroeconomic variables in Base of MMM? Yesterday, I wrote about “Baseline or Base in MMM
Baseline or Base in MMM is NOT “Unexplained Sales”
Baseline or Base in MMM is NOT “Unexplained Sales” Recently I came across a interesting post in which the OP said
Is your media actually driving growth or just piggybacking on it?
Is your media actually driving growth or just piggybacking on it? A recent MMM project left both us and the
Why only few organizations successfully convert MMM insights to Decisions
Why only few organizations successfully convert MMM insights to Decisions Many reports state – only 25-30% of the organizations are
