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Going Deep into Marketing Mix Modelling and Incrementality - Pranav Piyush

RevOps FM

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Navigating Marketing Challenges in Uncertain Times

This chapter addresses the difficulties of adjusting marketing tests in light of confounding variables and unforeseen events, highlighting the differing capabilities of small and large businesses. It emphasizes the integration of human judgment in data interpretation and the significance of personal engagement to understand customer behavior. Additionally, it explores the complexities of incrementality testing and the investment in brand marketing, advocating for a balanced approach between qualitative insights and quantitative data analysis.

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