Company News

What Are Priors in MMM – And Why They’re Difficult to Get Right (But You Need To)

How do you make sure your model doesn’t spit out negative ROIs on channels that are clearly working? Or attribute three times more revenue than your business actually drove? Or collapse when two correlated channels move together? These are the kinds of problems priors are meant to solve. They’re one …

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How to Talk About Uncertainty in MMM Without Losing Executive Trust

Media mix modeling introduces statistical rigor, causal inference, and a more accurate picture of what’s driving growth across your marketing channels. But it also introduces uncertainty — and if that measurement uncertainty isn’t framed correctly, it can feel like confusion rather than clarity. That’s why so many MMM efforts stall …

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The Most Common Mistakes Marketing Teams Make when Interpreting Lift Test Results

More and more brands are running lift tests. That’s a good thing.  Incrementality experimentation methods are not that complicated — and you don’t want them to be. The value of a structured experiment is that interpreting the results should be straightforward. But in practice, we see some common ways teams …

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Recast article: How Omnichannel Brands Leverage Marketing Mix Modeling (MMM).

How Omnichannel Brands Leverage Marketing Mix Modeling (MMM)

In today’s rapidly evolving retail environment, it can be a real challenge for omnichannel brands to measure the incremental impact of their marketing efforts. The modern customer journey spans multiple touchpoints — a consumer might browse for a product category online, see a TV ad, get driven to an owned/D2C …

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