You can do MMM with small Marketing Spends
MMM is for enterprises of all sizes Of late I came across a lot of posts proclaiming that MMM is not ideal for SMBs. I
Marketing Science
How to use AIC to select the best Marketing Mix Model (MMM).
How to use AIC to select the best Marketing Mix Model (MMM). Firstly, let’s look at what is AIC and the most common misunderstanding associated
How understanding seasonality and cyclicity can help you build better MMM models
Seasonality ≠ Cyclicity Be it time series analysis or Marketing Mix Models (MMM), the distinction between seasonality and cyclicity is important. Many confuse seasonality with
Standardization before Regularization in MMM
Standardization before Regularization in MMM In my last post (link under resources), I covered the topics of Multicollinearity and Endogeneity. And how solving for Multicollinearity
How common are S-curves in Marketing Mix Models (MMM)?
How common are S-curves in Marketing Mix Models (MMM)? Before we dwell on the S-curves, let’s talk about the Hill function. Did you know that
Multicollinearity is one of the enemies of Marketing Mix Modeling (MMM).
Multicollinearity is one of the enemies of Marketing Mix Modeling (MMM). Multicollinearity generally occurs when there is a high correlation between independent variables. Multicollinearity does
CMMMO = CSO
The Chief Scrutinizing Officer (CSO) Every Marketing Mix Modeling (MMM) project or for that matter any Data Science project needs a Chief Scrutinizing Officer (CSO).
What is the best Marketing Budget Allocation
Marketing Budget Allocation One of the important use cases of MMM is the Marketing Budget Allocation. The results of MMM are directly leveraged to provide
Marketing Mix Modeling (MMM) and MTA are like X-ray into your marketing strategy.
Marketing Mix Modeling (MMM) and MTA are like X-ray into your marketing strategy. Much like an X-ray. They tell you: ✅ Which strategy is broken.
Calibration vs Validation in MMM
Calibration vs Validation A lot of people use calibration and Validation interchangeably. The two are not the same. ▪ Calibration In a regression setting, calibration
