Preventing MMM’s Death (Again)
Many had written off MMM (Marketing Mix Models) not so long ago. But like a phoenix, MMM keeps rising from the ashes.๐ฅ Thanks to: GDPR,
Marketing Mix Modeling
How to get the maximum out of open source MMM libraries
How to get the maximum out of open source MMM libraries. (Hint: talk to MMM experts) Of late we are getting lot of calls from
Why I am bullish on Marketing Mix Modeling MMM
In late 2018, We explored the option of VC funding. Some of the VCs asked us why we focused on Marketing Mix Modeling solutions. We
Mathematically Optimal Solution โ Optimal Marketing Solution
Mathematically Optimal Solution โ Optimal Marketing Solution One of the important use cases of Marketing Mix Modeling (MMM) is the Marketing Budget Optimization. The results
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. โช Why should we update MMM models? โช How often
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
How to use AIC to select the best Marketing Mix Model (MMM).
How to use AIC to select the best Marketing Mix Model (MMM). Firstly, let’s look at what is AIC and the most common misunderstanding associated
How understanding seasonality and cyclicity can help you build better MMM models
Seasonality โ Cyclicity Be it time series analysis or Marketing Mix Models (MMM), the distinction between seasonality and cyclicity is important. Many confuse seasonality with
