Tag: measurement
All the articles with the tag "measurement".
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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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Bayesian Models as Configuration
Treating a Bayesian marketing-mix model as declarative configuration — variables, transforms, normalization, and priors in JSON — so a malformed input file fails validation before you fit instead of after you've shipped the wrong number.