How to use multiple MMMs to make better paid media decisions
Compare MMM outputs to expose hidden assumptions, surface uncertainty, and identify which budget decisions need further testing.
Topic: Bayesian inference
Why marketing mix modeling is still hard to get right
Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and human expertise.
Not all MMM tools are equal: Meridian, Robyn, Orbit, and Prophet explained
These open-source MMM tools solve different measurement problems, from budget optimization to forecasting and preprocessing.
How Bayesian testing lets Google measure incrementality with $5,000
What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better decisions.
Google opens Meridian, its marketing measurement tool, to all users
Google's marketing mix model, Meridian, promises to help advertisers better measure their marketing impact across channels.
Autonomy To Reclaim Blinkx, Then Spin It Off
The relationship between enterprise search company Autonomy and video search company Blinkx has always been confusing. PaidContent.org now reports that the "weirdly secretive relationship" (I agree) is getting clearer. Autonomy is to exercise an option to take over Blinkx, then appears to be spinning some consumer-facing search technology that its owns (and I believe Blinkx […]