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Tag: modelling

Artificial Intelligence
Laily UPN

Fixing Marketing Mix Modelling: Why Your Spend Data Is Failing Your Growth Strategy

Measuring the return on investment (ROI) for marketing spend remains one of the most formidable challenges in corporate growth. In recent years, Marketing Mix Modelling (MMM) has enjoyed a dramatic resurgence as the preferred statistical solution. This revival has been heavily fueled by powerful open-source framework releases: Meta’s Robyn, Google’s Meridian, and PyMC Labs’ PyMC-Marketing. […]

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