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
statistics
Which technique provides for great manipulation in MMM – Bayesian or Frequentist?
Hands down Bayesian. Ask how? Through priors and posterior distribution. It is well known fact that one of the Achilles heel of Bayesian technique is
Use Experimentation to validate your MMM models, not calibrate it.
I come across a lot of literature and talks on the internet that one should or can calibrate their MMM models through Experimentation. I disagree.
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
Want performance guarantees ? choose Frequentist MMM
One of the hallmarks of Frequentist philosophy is the adoption of Type 1 error rate control. Type 1 error is about false positives. In MMM,
Bayesian uncertainty โ Frequentist uncertainty
The word uncertainty means different things in Bayesian MMM vs Frequentist MMM. From a Frequentist perspective, the uncertainty is due sampling variability. That is, there
Adopting MMM for the first time ? Use Frequentist MMM
So Google just deprecated third party cookies for 1% of users worldwide. In nearly 270 days, third party cookies will be totally deprecated. The domino
Learnings from OG MMM – FMCG/CPG MMM
Learnings from OG MMM – FMCG/CPG MMM It is a well known fact that FMCG/CPG industry were the pioneers in adopting Marketing Mix Modeling (MMM).
