MMM guides
Plain-English notes for teams who own or commission marketing mix models. Starter outlines now; fuller guides coming as we publish.
Guides
MMM validation checklist
What to verify before you trust contribution or ROI outputs: specification through sensitivity.
Calibrating MMM with lift tests
How geo-lift and other incrementality experiments should inform (and challenge) your model.
Common MMM misspecifications
Recurring specification mistakes that quietly distort channel effects and budget advice.
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