Fifty years ago, weather forecasters looked at the sky, checked the barometer, and made educated guesses. Farmers relied on folklore like “red sky at night, sailor’s delight.” Today, meteorologists use … Continued

Your latest digital campaign just wrapped up, and results look impressive: sales increased 22% during the campaign period. Your team is celebrating, your boss is thrilled, and you’re ready to … Continued

Marketing mix modeling (MMM) has become a lighthouse for brands navigating the increasingly complex waters of marketing measurement. As privacy changes continue to limit user-level tracking and cookies face deprecation, … Continued

Think about checking your weather app tomorrow morning. It says the temperature at 2pm will be 72°F. That’s a deterministic prediction. The app is giving you an exact value based … Continued

You’re driving to an important meeting and your GPS confidently tells you to turn left. Into a lake. You’d question those directions before following them, right? You’d check the map, … Continued

Marketing measurement sits at a critical crossroads. As brands navigate an increasingly complex landscape of channels and tactics, the quest for reliable performance insights has never been more important. Many … Continued

When evaluating a marketing mix model (MMM), two terms frequently come up: calibration and validation. While both processes aim to ensure your model delivers accurate insights, they serve fundamentally different … Continued

Anyone who’s played a video game knows that sometimes their physics engines don’t quite match reality. Objects float mysteriously, characters clip through walls, and horses climb vertical mountains. The games … Continued

Model calibration may sound like a technical term reserved for data scientists, but it’s a crucial concept for any marketer relying on marketing mix modeling (MMM) for insights. In simple … Continued

If you’re running TikTok Shop campaigns, you’ve probably noticed something frustrating: the performance data TikTok shows you doesn’t tell the complete story. Your lifestyle content and brand storytelling might look … Continued