Chebyshev’s Inequality for Marketing Mix Model Diagnostics
At Aryma Labs, we constantly endeavor to add as much science as possible to marketing. MMM model calibration historically has had parallels with multi-linear regression
Marketing Mix Modeling
How to use Robyn’s Decomp RSSD Metric Effectively
In my last post (ICYMI link in resources), I talked about the similarities and differences between Robyn’s Business metric Decomp RSSD and Bayesian Priors. Decomp
Similarities between Decomp RSSD and Bayesian Priors in Marketing Mix Modeling (MMM)
Open source Marketing Mix Modeling (MMM) tools are great for democratizing MMM. But they will never provide you with an accurate MMM model off the
Is there one true Marketing Mix Model (MMM) model ?
Is there one true Marketing Mix Model (MMM) model ? Short answer: Yes “All models are wrong, some are useful” I have seen various vendors
Assessing Marketing Mix Model (MMM) relevancy through Population Stability Index (PSI)
After a lot of hard work you have built a great MMM model. The model is now powering saturation / reach frequency curves, scenario planning
KL Divergence as MMM Calibration Metric
At Aryma Labs, we strive to incorporate information theoretic approach in our MMM modeling processes because correlation based approaches have their limitations. Of late, in
Marketing Mix Modeling’s Predict or Explain Dilemma
In MMM, there is often a dilemma on whether to make model better at explanation or prediction. Some MMM vendors focus on prediction while compromising
How we use AIC and KL Divergence in our MMM models
At Aryma Labs, we increasingly leverage information theoretic methods over correlational ones. ICYMI, link to the article on the same is in resources. To set
Bayesian MMM’s Stating the obvious problem
In MMM, everybody talks about incrementality. How to discern the incremental sales (or any KPI). But what one should also question is – how much
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
