Let me take you on a journey through how marketing measurement has evolved—and why even our best tools today still miss critical insights.
Sales = β₀ + βtv·TVspend + βsearch·Searchspend + ... + βdisplay·Displayspend + controls + ε
model = LinearRegression() model.fit( X=[tvspend, searchspend, socialspend, seasonality], y=sales )
This approach treats marketing like a vending machine: insert spend, get sales. But it misses everything that makes marketing actually work:
À propos de l'auteur
Cyril Noirot
Lead Data Scientist
Data scientist freelance. Je conçois et déploie des systèmes de décision — prévision, pricing, marketing measurement, optimisation.