Series · 8 parts

MMM in practice

From data to a budget decision, one honest step at a time.

MMM in practice · 8 Jun 2026 · 3 min read
Your attribution report can't answer the budget question
Why last-click and platform reporting measure activity, not cause, and what to ask instead.
MMM in practice · 29 Jun 2026 · 3 min read
Five checks before you trust a mix model
A field checklist for the people who have to sign off the budget.
MMM in practice · 13 Jul 2026 · 2 min read
Why the next pound is never worth the last
Saturation explained with one curve, and what it means for your budget.
MMM in practice · 20 Jul 2026 · 2 min read
TV doesn't stop working when the ad stops
Carryover, and why weekly reporting undervalues brand channels.
MMM in practice · 10 Aug 2026 · 2 min read
When two models disagree, that's the finding
What running two modelling engines on the same data tells you that one never will.
MMM in practice · 27 Jul 2026 · 2 min read
If your spend never changes, no model can measure it
Why always-on, flat budgets make channels invisible to measurement, and the simple fix.
MMM in practice · 17 Aug 2026 · 2 min read
Channels that move together can't be told apart
Collinearity in plain English, and three ways out of it.
MMM in practice · 7 Sept 2026 · 2 min read
How a geo test should change your mix model
Calibration: making models and experiments check each other.

Newsletter

Short, practical notes on mix modelling, experiments and the data underneath them. Written for the people who have to defend the budget.