Blogs

Are you modeling carryover and lagged effects for promotions and seasonality effects? You Should. In Marketing Mix Modeling (MMM), almost

The USS Scorpion Story: A Bayesian Myth That Refuses to Die I have seen a lot of debates on Frequentist

Peripheral Agentic MMM Lot of MMM vendors have started to use the word ‘Agentic MMM’. As a person who started

Bayesian MMM’s Token and Context Window Tax Everyone debates Bayesian vs Frequentist MMM on statistical grounds. Now this debate has

Don’t apply Machine Learning Yardsticks to MMM I had a interesting question from a client last week “Why doesn’t Aryma

Claude Code and Jevons Paradox in MMM There’s a lot of excitement around Claude. Naturally, the question is: Will this

The Myth of “Triangulation = Truth” “We used DiD, Synthetic Control and BSTS and triangulated the results.” “We used MMM,

MMM’s Scenario Planning vs Budget Optimization – How They are Different In Marketing Mix Modeling (MMM), two terms often get

MMM is about hedging against bad bets. Some vendors tell clients that – make many bets, some will fail. But

The Pecking Order of Meta’s Engaged-Through Metrics Last week, I wrote about Meta’s click based attribution recategorization. In it, I