Think about the last time you got a restaurant receipt. It showed exactly what you ordered and what each item cost. Perfectly clear. But that receipt couldn’t tell you if … Continued

You’re driving cross-country with two navigation options: the first shows only your current speed and fuel level; the second shows your speed, fuel, traffic patterns ahead, weather conditions, alternative routes, … Continued

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