How Bayesian priors keep your MMM honest when data is thin
Most scaleups have two or three years of weekly data and a dozen channels. Without priors, a model will happily hallucinate certainty it has not earned. Priors are the guardrails.
FROM THE MODELLING DESK
Insights
Measurement, budget allocation, and Bayesian MMM - written for the people who own the number.
Measuring TV and podcast ads without pixels
There is no click to track when someone hears your ad on a podcast. Good news: you never needed the click. Aggregate data measures offline channels better than promo codes ever did.