Posts
All the articles I've posted.
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Building a Pre-Specified Bayesian MMM
Most marketing mix models are tuned until the numbers flatter the brief. Here's the case for pre-specifying the model instead, and how mmm-framework builds the discipline into its API.
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The Table 2 Fallacy: Your Control Variables Aren't What You Think
Controlling for a variable to identify your treatment effect doesn't mean that variable's coefficient is causally interpretable — and confusing the two is surprisingly common.
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Hello, world
Welcome to my corner of the internet. A quick note on what this blog is for.
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Atlas: Budget Optimization Over Any Model
A fitted model predicts response; it doesn't hand you the best budget. Atlas is a model-agnostic framework that turns any predictive model into constraint-respecting spend recommendations.