A beginners’ guide to Incrementality Testing and Media Mix Modelling
Upon researching Media Effectiveness you might have stumbled across the following terms: media mix modelling, econometric modelling, incrementality testing, synthetic data, multiple linear regression, Bayesian, frequentist, R-squared, geo-experiments and multi-touch attribution. You’re not alone if you read all this and find the world of Media Effectiveness a little intimidating. For a discipline based on transparency […]