Rajiv Gopinath·Oct 29Chapter 34: Counting the Same Sale TwiceA sale that moves from a shop to an app is not growth. A sale recorded by two systems is not two sales. Before you can ask what caused the…
Rajiv Gopinath·Oct 23The Same Marketing Variable Can Tell Two Different StoriesWhat the Mundlak approach reveals about between-market and within-market effects in multi-market MMM
Rajiv Gopinath·Oct 21Chapter 33: Creating Demand, or Just Collecting It?Some channels make people want your brand. Others are simply there when they buy. Most models cannot tell the difference — and they pay the…
Rajiv Gopinath·Oct 15Chapter 32: How Much Should Markets Share?Separate models can mistake noise for difference. One pooled model can mistake difference for noise. A hierarchical model estimates how…
Rajiv Gopinath·Oct 4Before the Model, There Is a Data FactoryMost modelling failures begin before the modelling table exists
