Resources

Bayesian Priors in MMM: The Good, The Bad, and The Ugly If you’ve sat in a marketing measurement meeting in the last two years, you’ve likely heard the “B-word” dropped with increasing frequency: Bayesian. For a long time, Media Mix Modeling (MMM) was the domain of “Frequentist” statistics—the kind of math where you throw data […]

Why Experiments Make Your Marketing Mix Model Smarter In a world where every marketing dollar is under scrutiny, the pressure to prove effectiveness has never been higher. Many executives already know that Marketing Mix Modeling (MMM) has become the backbone of holistic measurement strategies. MMM’s strength lies in its breadth: it takes a wide-angle view […]

Měření, triangulace, MMM, experimenty a atribuce Co jsou (ne)vhodné use casy pro MMM, atribuci a experimenty? V rámci měření přínosu a návratnosti marketingu se marketingoví ředitelé a manažeři obvykle setkají se 3 hlavními přístupy: MMM (marketing mix modelling), experimenty (testy inkrementality) a digitální atribuce/atribuční modely. V tomto textu si krátce přiblížíme, kdy je která metoda […]

One of the most frequent questions we get is what data is necessary for MMM and in what structure / format. Let’s explore the topic.