Unpacking the granularity problem in MMM
One of the complaints many have with respect to MMM is that it does not provide granular insights. While there are multiple solutions to this
Marketing Attribution
What? MMM has inbuilt Incrementality testing?
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,
How to deliver robust MMM models quickly
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
Boost your incrementality testing through Causal Experiments
During the Black Friday – Cyber Monday (BFCM) period, we often notice that brands increase their marketing spends, roll out discounts, try new media channels
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
Why Heteroscedasticity matters in Marketing Mix Modeling
MMM is something that always leads you to reminisce about the learning one had or hadn’t during their statistics course. 15 years ago, when I
MMM pro tip: Use spends instead of Impressions
1. Spends are more actionable and transactional, as you can measure direct impact on sales. Spends data directly reflects the financial investment in marketing (your
Halo Effect ≠ Interaction Effect
In Marketing Mix Modeling, I often come across explanations that conflate Halo effect and Interaction effect. The two are not the same !! 📌 So
Market Mix Modeling (MMM) -101
Market Mix Modeling (MMM) is a technique which helps in quantifying the impact of several marketing inputs on sales or Market Share. The purpose of
