Tag: measurement
All the articles with the tag "measurement".
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Your MMM's Control Coefficients Are Not Findings
In a marketing-mix model you add seasonality, price, and competitor spend so your media coefficients come out clean. Then someone reads those control coefficients as insights. That's the Table 2 fallacy, and in an MMM it comes with two extra ways to get burned.
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What Decades of Marketing-Mix Data Actually Tell Us
Forty years of scanner data and split-cable experiments converge on a few numbers that are remarkably stable across brands and categories. Knowing them turns a media model from a free-for-all into something with priors.
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Designing Experiments to Maximize Information
There's a single objective that says what makes one experiment better than another — expected information gain. It's beautiful, it's principled, and it's a nightmare to compute. Here's the arc from Lindley in 1956 to policies that design experiments in real time.
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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.