Double Jeopardy in marketing: Why market leaders win twice

Understanding the mathematical law that explains why large brands not only have more buyers but also enjoy higher loyalty—and how it reshapes marketing strategy

Cyril NoirotJuly 28, 20257 min read

Cyril Noirot

Analytics consultant specializing in marketing science, forecasting, and strategic data solutions. Passionate about bridging the gap between advanced analytics and business impact.

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Mixed Integer Programming for MMM Budget Optimization

Learn how Mixed Integer Programming (MIP) with discretized response curves solves marketing budget allocation problems using branch-and-bound methods.

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Part 3 | Hands-On Implementation: Building a Causal MMM from Scratch

A practical tutorial implementing causal marketing mix modeling with DoWhy, including code examples and a complete toy dataset

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Practical optimizer scenarios in MMM: A step-by-step guide

Walk through real-world MMM optimization scenarios using Mixed Integer Programming. See how to discretize response curves, formulate constraints, and solve practical reallocation problems with actual numbers.

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