Using Bayesian Priors in MMM: Do Better‑Looking Results Mean You Have a Better Model?

February 20, 2026By Simon FosterAdvertising Evaluation, Market Mix Models, Marketing Effectiveness, Marketing Mix Models, MMM

There is an active and polarising debate about whether Bayesian priors should be used in MMM. Broadly speaking there is a progressive group of academics and practitioners who argue that the use of Bayesian prior values, effectively applying guideline results bounds to your model, makes models more flexible and insightful. And on the other side … Read More