Notes on measurement.
Short pieces on what we see in models, methods and the room when the deck lands.
The four disciplines of Marketing Mix Modelling.
Most conversations about getting started in MMM jump straight to data and tools. The two disciplines that actually decide whether it works – people and process – are the ones nobody asks about first.
Marketing Mix Modelling is not an operational tool.
A model refreshed every week isn't giving you sharper strategic insight. It's presenting noise as precision, for decisions nobody could act on that fast anyway.
When Marketing Mix Modelling isn't for you.
Not every marketing decision needs a strategic instrument. The tell is whether you're resetting a budget once a year, or turning an ad up and down this week.
The marketing ROI that was actually a price cut.
A model built from just sales and media data will credit the media for a price cut, and credit the brand for a rising market. The fix starts before a single number is collected.
The model can't see the ad.
Marketing's technology budgets grew for a decade before anyone asked what the money was actually buying. The same honesty is owed to creativity – the one variable Marketing Mix Modelling was never built to see.
Start small, then get bigger.
Vendors and consultants have every incentive to start big. The best ones resist that incentive – and so should you.
The last click isn't marketing.
Paid search that catches shoppers who have already decided what to buy looks like marketing's best channel. It probably belongs in the sales budget instead.
Three questions before you sign.
A short checklist for the moment the deck lands in your inbox and a decision is expected by Friday.
The vendor bake-off, revisited.
Most bake-offs ask the wrong question. Here is the one we'd rerun ours around.
What an adstock is, and why the rate matters.
What an adstock is, why analysts use them, and how the adstock rate shapes the read of your marketing – a short primer with an interactive chart.