20 February 2026
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 […]
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28 January 2026
Can you trust your MMM? A marketing Mix Model (MMM) can produce challenging results, especially if you have been relying on last touch( LT) attribution. When […]
11 December 2024
Marketing incrementality is sales revenue that is over and above that which might be expected with no marketing activity. Establishing incrementality is critical if you want […]