Blog
Marketing mix modeling, econometrics, causal inference and the maths of growth.
Learn how ambitious generalists can succeed in a specialist's world through the 'Shoggoth Strategy' - a proven approach to presenting your diverse skills strategically while maintaining your broad interests. Includes real-world examples and practical career advice.
Facebook is getting into Marketing Mix Modeling to solve the iOS14 problem, but how do you run Robyn, their open-source project in R-Studio? Step by step instructions including setting up your environment.
Read moreYou need to choose where to allocate your marketing budget, but don't know if you can trust the reports you're getting from Facebook and Google... and how do you even measure TV? Econometrics is the key to answering these strategic questions and making data-driven marketing decisions.
Read moreHow do you know if you have enough data for an MMM? What do you do if you don't? Geo-level models are a great way to increase the certainty in your model, by introducing variance so you get to the truth of channels actually drove performance.
Read moreWhat are Bayesian methods and why are they being adopted by modern MMM practitioners? We share actual code that shows a side-by-side comparison so you can see one of the many benefits of these techniques.
Read moreIf all you have is weekly or monthly data, how do you convert it to build a model with daily data? The answer: Interpolation. (includes open-source code)
Read moreWhat data do you need before starting a marketing mix modeling project? Do you even have enough data? Use my data request checklist to find out.
Read moreHow much does Marketing Mix Modeling cost? We explore what $500, $5,000 and $50,000 buys you, and what kind of output you should expect, from Excel to Python code.
Read moreHave you ever doubled your budget and not seen conversions increase by as much? You've encountered diminishing returns, a phenomenon you can build into your Econometric models to predict future performance at different spend levels, and make strategic decisions.
Read moreIf you're familiar with Econometrics, you've probably wondered how to do the analysis in Python. The benefits over using Excel or GSheets are reusability, scalability and the ability to productize the results.
Read moreWhat can Econometrics do for your business? What questions can it answer? And what is it not good at answering for you?
Read moreHave you ever noticed your Facebook ads performance doesn't line up with Google Analytics? Using econometrics you can measure the 'halo effect' of advertising on organic channels and see if there really is an impact, independently of what Facebook is telling you.
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