#199: Media Measurement Revisited: Matched Markets, Media Mix, and More with John Wallace
The Analytics Power Hour
00:00
Mixed Modelling - What's the Best of Both Worlds?
Mixed modelling is taking your historical data, including incorporating time series and other factors. And then anywhere where you runin experiment, there might be an overlap period. So let's say part of your year of data that you modelled has whatever, you know, a recent month in it. And tot myt meet me month whre yu had an experiment. It totally did. Anyone who was relying on a mixed model kanta just had a bit ofa in their heart drop to their stomachs when they realized what a change in the dynamic that just happened. In our case, anywhere where we had live experiments, we didn't have to think about it too much. We had
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