Tag: marketing-mix-modeling
All the articles with the tag "marketing-mix-modeling".
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Measurement Is a Loop, Not a Report
A marketing-mix model usually ships as a quarterly slide deck — a snapshot that's stale on arrival and impossible to interrogate. The more honest unit of measurement is a living workspace where evidence has a status and a shelf life.
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Wiring Your MMM to Your Experiments
Most teams run MMMs and geo-lift experiments as separate silos, then argue about which to trust. The better move is to wire them into a loop — the model picks the experiments, the experiments calibrate the model — and watch the uncertainty contract.
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All Models Are Wrong, So Make Yours Generative
If you can't run your model forward to simulate data, you don't understand it. Generative modeling turns that test into a workflow — and exposes the gap between a model that fits and a model that's right.
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Coincidence Is Not Contribution
A marketing-mix model answers a causal question — what would sales have been without this media — not "what moved together." Most MMMs quietly answer the easier question and dress it up as the hard one.