Topic

MMM

Marketing mix modelling in practice: data, specification, diagnostics and decisions.

MMM · 14 Jun 2026 · 2 min read
A number without a range is a guess you've stopped admitting
Why every marketing estimate needs its range, and how to read one in a meeting.
MMM in practice · 9 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 · 21 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 · 12 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 · 2 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 · 5 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.