A comprehensive introduction to Marketing Mix Modeling (MMM) — what it is, how it works, when to use it, and how it differs from attribution. Written for practitioners and decision-makers.
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Data scientist spécialisé dans les systèmes de décision pour la prévision, le pricing, le marketing measurement et le risque.
Pas de spam. Articles techniques sur la prévision, le pricing et les systèmes de décision.
Two initiatives can show the same ROI and still deserve very different decisions. The missing variable is time-to-ROI: how fast the initial investment is recovered.
Most CRM organizations don't have a feedback loop. They have a broadcasting system. The shift from propensity to uplift modeling changes everything.
Revenue is a derived quantity. Marketing influences demand, units sold, not price. Modeling revenue directly entangles two mechanisms and produces misleading attribution.