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.
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