Did you know MMM has inbuilt Incrementality testing? Let me elaborate. Incrementality is defined as the additional impact of a marketing on the KPI (sales, TOMA, CAC etc..) over and above what would have been generated organically. Recently, we had an interesting conversation with a brand that ventured into TV ads since past one year. […]
What? MMM has inbuilt Incrementality testing? Read More »
There are some parallels between efficient and quick MMM delivery and that of a F1 pit stop. Much like a F1 Pit stop, a lot of things needs to come together for an efficient and quick MMM delivery. They are: ◾ Data Analysis Skills: One of the biggest roadblock I have seen in getting MMM
How to deliver robust MMM models quickly Read More »
During the Black Friday – Cyber Monday (BFCM) period, we often notice that brands increase their marketing spends, roll out discounts, try new media channels and launch new campaigns. The resultant sales for some of these brands during this period is higher than any other period in the year. But most marketers still don’t have
Boost your incrementality testing through Causal Experiments Read More »
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