Why Aryma Labs does not rely on correlation alone
Many say MMMs are correlational in nature. Well statistically it is not completely true. When people say correlation they normally have the bivariate Pearson correlation
Causal Inference
Calibration is fast, Validation is slow; Calibration does not require sacrifice, Validation requires sacrifice
I have written in my previous posts on why one can only validate (partially) MMMs and not calibrate it through experiments. Let’s quickly recap what
RCT in MMM violates Principle of Marginality
ICYMI (link in resources), in my previous posts I had highlighted why one can’t RCT MMM. I will just recap two points from that post
What Marketing Mix Modeling domain can learn from Biostatistics
As a statistician, it pains me to see marketers do the following: โช Make million dollar marketing decision on just correlation โช Specify Marketing Mix
You canโt RCT Marketing Mix Models (MMMs)
I keep stumbling upon articles and posts where people talk about using Randomized control trial tests (RCTs) to calibrate MMM (absolutely wrong way to go
Why Difference in Difference (DID) Experimentation is the ideal way to validate your MMM model.
In my last few posts, I touched upon the following points (link to all in comments): – Why you should not use experiments to calibrate
Why Experimentation is not a substitute for Marketing Mix Modeling (MMM)
So a lot of myths have been propagated by digital marketers of late, such as MMMs should be adopted only if : – Companies have
Why a ฮฒ-hat outlook is more beneficial than Y-hat in Marketing Mix Modeling (MMM)
I know some of you must be wondering what is ฮฒ-hat and Y-hat. So lets start this post with a few explainers. ๐ ฮฒ-hat :
Why you shouldnโt use Geo tests to fix priors in Bayesian MMM
Are you using Geo tests to fix priors in Bayesian MMM? You might want to rethink that. Priors are subjective in nature, making it difficult
Why MMM Needs Innovation
MMM is not new. CPG/FMCG domain has been adopting MMM for nearly 30 years. The statistical methodology behind it, is proven and time tested. Why
