Most media mix models can’t be proven wrong. That’s a problem. You’re supposedly using your model to forecast and allocate millions of dollars on marketing spend… and you can’t tell if it’s right or wrong? The issue is that most models don’t make testable claims – and that needs to change if you want to trust their insights. In this piece, we unpack a principle from the scientific method that marketing desperately needs to borrow: falsifiability. Why it matters, where most models fall short, and how to spot whether your vendor is giving you accurate insights or not. What Is Falsifiability And Why Traditional MMM Outputs Are Often Not Falsifiable At its core, falsifiability is what makes a claim worth…