Why should you update your MMM model? and How often should you update them?
As MMM is gaining acceptance in newer domains, most prospective clients ask the following questions. ▪ Why should we update MMM models? ▪ How often
Marketing Attribution
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
Why Decomp RSSD is a Business Fit Metric
Decomp RSSD – The business fit calibration During the Meta panel discussion (link in Resources section), I had mentioned about Robyn’s Decomp RSSD metric. In
You can do MMM with small Marketing Spends
MMM is for enterprises of all sizes Of late I came across a lot of posts proclaiming that MMM is not ideal for SMBs. I
CMMMO = CSO
The Chief Scrutinizing Officer (CSO) Every Marketing Mix Modeling (MMM) project or for that matter any Data Science project needs a Chief Scrutinizing Officer (CSO).
Don’t Stepwise Regression your MMM model
So recently a client hired us to build MMM models for them after failed attempts to in-house the MMM capability. Earlier their in-house Machine Learning
Bayesian MMM is not a silver bullet for MMM’s Multicollinearity issue
I came across a post few days back which stated that Bayesian Methodologies are better at handling Multicollinearity in MMM. This is simply not true.
Bayesian MMM and The Richard McElreath’s Quartet
A week ago, I talked about epistemic uncertainty in Bayesian framework as a result of uninformative priors. That post drew expected reactions and many of
The Problem of priors in Bayesian MMM
In any data science project, the biggest hurdle is translating the business problem into a statistics/ML problem. Lot of things gets lost in this translation
Why Rows > Columns in MMM
If your job involves dealing with tabular data, then it is always prudent to ask for more data (rows) rather than ask for more features
