Can You Start With Experimentation With Mixed Modeling?

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Hodges: Can you start with experimentation to learn things about different things while you're building up the data necessary to get there? Is that logical? I think, cas you can even have, you could say, e've got three years of data, but, oh my god, we're on a growth path that is insane. Hodges: You kind of have to start with with guessing, you know, like to get way out over my skise and say, it's, it's like, it's a basian approach. Do research where, where are your customers? Where can you target them with their message? Pye, i mean, so those ware challenging

Hey there, mister. That's a mighty nice multi-touch attribution model you're using there. It would be a shame to see it get mixed up with a media model. Or... would it? What happens if you think about media mix models as a tool that can be combined with experimentation to responsibly measure the incrementality of your marketing (while also still finding a crust of bread in the corner for so-called "click attribution")? According to a 2019 paper published by ThirdLove (which happens to have been Michael's last call on our last episode), that's a pretty nice way to go, and we thought it would be fun to see if we could raise Tim's blood pressure by giving him something to vigorously agree with for once. It was. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.