Tag: measurement
All the articles with the tag "measurement".
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Brand Equity Lives in the Baseline: Why Weekly MMMs Under-Credit Brand Building
A weekly MMM captures activation and short-term carryover well, but long-term brand equity gets absorbed into the baseline — credited to "base demand," not to the channels that built it. Here's the math of the gap and three honest paths forward.
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The Gap-by-Gap Update: How Augur's Continuous-Learning Loop Stays Current
When an MMM runs in production, new data arrives every week. The math of incorporating each new "gap" of data — without overfitting to it, without forgetting what came before, and without a full refit — is the core of Augur's continuous-learning design.
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Stop Reporting ROI to Four Significant Figures
A point estimate written as 2.347 looks like you know the answer to a tenth of a percent. If your interval is ±10%, you don't — you know the first digit and you're guessing at the second. The decimal places are a confidence claim the model never made.
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The Assumptions Are the Model
A model is a dumb number-crunching machine. Put data in, get numbers out — and unless something breaks loudly, those numbers look exactly as confident when your assumptions hold as when you've shredded them. The meaning was never in the arithmetic. It was in the assumptions.