It is a paradox of statistics that experiments with small sample sizes are more likely to find larger effects of an intervention, when they find anything at all. This happens because smaller samples produce noisier estimates. For a result to clear the significance bar in a noisy environment, the observed effect has to be large. So the significance test ends up acting as a filter that systematically lets through the most extreme estimates: precisely the ones most likely inflated by random variation. This is what we call the winner's curse: the point estimate that clears the bar in a small sample tends to grossly overestimate the real impact. In other words, if you only look at "statistically significant" results from…
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…