In this episode, Pranay Piyush and Sundar Swaminathan break down the most important concepts behind marketing mix modeling (MMM) and incrementality testing in plain English.
They explain:
- What baseline and incremental sales really mean
- How control variables affect marketing models
- Adstock, carryover, and why advertising has lasting effects
- Saturation curves and diminishing returns
- Bayesian vs. frequentist statistics
- Why statistical significance isn't as objective as most marketers think
- Multicollinearity, endogeneity, and other commonly misunderstood terms
Whether you're a CMO, VP of Marketing, growth leader, or performance marketer, this episode will help you understand the language behind better marketing decisions.
