Constantine Yurevich discusses the 'hard truths' of measurement, specifically detailing the limitations and pitfalls of Media Mix Modeling for DTC brands.
Constantine Yurevich discusses the 'hard truths' of measurement, specifically detailing the limitations and pitfalls of Media Mix Modeling for DTC brands.
Host Brett Curry and guest Tom Leonard dive into why traditional attribution is broken and how to use MMMs and incrementality testing effectively.
Nik Sharma and Michael True discuss how modern brands use MMM to allocate budgets and measure impact in the wake of signal loss from traditional tracking.