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 […]
7 August 2025
Experiments are an important way to validate marketing effectiveness measurement. This post will take you through some approaches to evaluating marketing uplift experiments. Let’s assume you […]
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 […]
1 March 2022
This is a piece I wrote for an m/SIX newsletter in January 2022. Effectiveness and efficiency are not the same but they are both critical in […]
20 November 2021
Marketing Mix Modelling or MMM is a regression-based approach to identifying the drivers of sales for a business or brand – making it a form of […]
7 June 2020
Adstock is an important concept in marketing effectiveness. It was first quantified by Simon Broadbent in the 1970s. Its value lies in helping make marketing and […]
21 March 2020
Imagine this situation. You work in a large organisation as a digital marketing manager. You observe a sharp increase in GA direct, organic and brand generic […]