Blog
Short takes on MMM, incrementality testing, attribution and the messy data underneath it all, from Chelsea Cramer, founder of Base Note Data.
Most of the data looked fine. On closer inspection, it wasn't telling the right story.
Send people the kind of email they already respond to, and watch what happens to revenue and costs.
Some frameworks carry over. The models underneath them need to get more complex.
Fast MMMs and test-and-learn loops are in. Dashboards without decisions are out.
One of my favorite LLM use cases saves real money on reporting.
The best case is better cross-channel insight. The worst case is a bigger black box.
Three ways to find out if discounts are training customers to wait, without wrecking holiday sales.
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