Core Lift Guide
Core Lift: The Certified Incrementality Study to Validate Channels That Last-Click Cannot Measure What Is Truly Needed to Measure the Effectiveness of a Channel Like TikTok When Last-Click Doesn’t Work and the Budget Doesn’t Justify Marke
The 5 “Data” Errors to Avoid When Conducting an MMM
An econometric model is only as good as the data that feeds it. After more than 15 years of modeling and hundreds of completed projects, we have identified five recurring errors in data preparation that, if not corrected, compromise the quality of th
The Economic Impact of an Accurate Model
The Economic Impact of Accuracy: Why a Custom MMM Generates Immediate Profit When evaluating the adoption of a Marketing Mix Modeling (MMM) framework, the question often arises whether to rely on standard frameworks or invest in a custom-developed mo