Every statistical model lives on a continuum between bias and variance, and navigating that tradeoff is one of the most critical modeling decisions you’ll ever make. Let’s start by getting clear on each term: Bias is the average error a model makes when fitting historical data. A high-bias model is too simple – it will underfit, miss patterns, and oversimplify dynamics that do matter. Think of a model that collapses all your observations to a single average: low variance, but consistently wrong. Variance, by contrast, is the additional error that shows up when a model is applied to unseen data. A high-variance model is overly sensitive to fluctuations in the training data. It fits the past extremely well – sometimes…
According to CreatorIQ’s “State of Creator Marketing: Trends and Trajectory 2024-2025” report – which surveyed 457 marketing decision-makers at brands…
One of the ever-present problems with marketing mix modeling is that you always have to choose some start date. And since you always need to choose a start date, there’s always some period before the start date that’s impacting your results. Here's how Recast handles these carry-over effects.
Mockingbird empowers parents with premium, well-designed baby gear like their signature Single-to-Double Stroller. With a complex buyer’s journey and an…
With digital tracking breaking, consumer brands that relied on multi-touch attribution are now looking for alternatives to measure marketing effectiveness.…
There are three main ways that consumer brands measure marketing effectiveness: digital tracking (MTA), marketing mix modeling (MMM), and testing/conversion…
Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That…
In the context of marketing measurement, marketing analysts and marketing scientists use the term “incrementality” to refer to causality. Incrementality…