Topic: statistical models

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  • Google Simplifies Incrementality Testing: Faster & Cheaper
    November 12, 2025

    Google Simplifies Incrementality Testing: Faster & Cheaper

    Google has made its incrementality testing tools more accessible by lowering the minimum budget requirement from $100,000 to $5,000, enabling small and medium-sized businesses to conduct these experiments. The platform now provides up to 50% more conclusive results through advanced statistical mo...

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  • MMM: Why It Scares Marketers & Why You Need It
    October 17, 2025

    MMM: Why It Scares Marketers & Why You Need It

    Marketing mix modeling (MMM) is a contentious tool in marketing, with enthusiasts seeing it as a solution to attribution issues and skeptics recalling flawed implementations due to conflicts of interest. MMM is regaining relevance due to privacy regulations and tracking restrictions, as it doesn'...

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Related Topics

incrementality testing (2) customization options (1) marketing roi (1) diminishing returns (1) attribution models (1) real-time adjustments (1) performance marketing (1) measurement framework (1)