Rajiv Gopinath·Sep 23Chapter 29: When the Model Isn’t EnoughExperiments create a cleaner test of cause and effect; Chapter 29 in the Marketing Effectiveness Series
Rajiv Gopinath·Aug 26What Belongs in the Equation — Specification as Causal ReasoningA missing variable can give credit to the wrong cause. A badly included one can take credit away from the right cause. Specification is the…
Ayushi·Aug 11The Most Important Skill for a Data Scientist Working on MMM in the Age of AIA few months ago I watched an automated pipeline fit a marketing mix model in about four minutes. Data pulled, transformed, adstocked…
Brian James Curry·Jun 3When Your Marketing Agent Optimizes the Wrong NumberAutonomous optimizers are only as good as the signal they chase. Here is an analytical and simulated demonstration that an agent trained on…
Sureshabhimanyu·May 31Understanding Synergy in Multiplicative Marketing Mix ModelsA Proposed Framework for Decomposing Standalone and Interaction EffectsA response icon1
