Tag: marketing-mix-modeling

All the articles with the tag "marketing-mix-modeling".

• Building a Pre-Specified Bayesian MMM

  26 Jun, 2026

  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.

• The Table 2 Fallacy: Your Control Variables Aren't What You Think

  25 Jun, 2026

  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.

• Atlas: Budget Optimization Over Any Model

  23 Jun, 2026

  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.