Saas-ification will not fix the core problems in MMM
I increasingly see that more is being talked about ‘How MMM can be done in 1 day’ rather than how the problems of multicollinearity and
statistics
Quantum of Marketing Spend vs Pattern of Marketing Spend
In every Marketing Mix Modeling (MMM) project that we undertake, we always study the previous spend pattern of the client. Why? Because how much one
Do you use the right tools to evaluate your MMM model?
Do you use the right tools to evaluate your MMM model? Having the right tools to measure your MMM model’s accuracy is as important as
Using Transfer Entropy for Feature Selection in MMM
Few months back we published our whitepaper ‘Granger Causality – A possible Feature Selection Method in MMM’. ICYMI the link is in the resources section.
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
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
Standardization before Regularization in MMM
Standardization before Regularization in MMM In my last post (link under resources), I covered the topics of Multicollinearity and Endogeneity. And how solving for Multicollinearity
How common are S-curves in Marketing Mix Models (MMM)?
How common are S-curves in Marketing Mix Models (MMM)? Before we dwell on the S-curves, let’s talk about the Hill function. Did you know that
