“How do we know if the model is right?” That’s one of the most important questions in MMM. Most MMM models are black boxes, but business decisions can’t be based on faith alone. How do you distinguish credible results from vendor promises? How do you actually know if you’ve built […]
Why is validation challenging in MMM? What are the different ways to validate? Read More »
You don’t just want an MMM model. You want a model that can be trusted. But since MMM models are really powerful, they can also be subject to overfitting. So, how can we build confidence in the model and the recommendations we’re making to the marketing team? The answer: backtesting
How to do holdout accuracy and backtesting for your MMM (and why it matters) Read More »
Marketing Mix Modeling (MMM) is hard. The core difficulty is that MMM is trying to solve a causal inference problem where there is no ground truth to compare the model results with. There is no ground truth source that can tell us what the true incrementality of TV is as
Validation Through Testing Read More »
