#vendor-selection

1 notes tagged “vendor-selection”.

• Evaluating a marketing mix model (and whether Robyn/Meridian are biased)Assume any MMM is wrong until it passes three checks — parameter recovery on simulated data, out-of-sample forecasting of a period with real budget changes, and agreement with lift tests; open-source Robyn and Meridian are not rigged for Meta/Google, but most MMM vendors are thin wrappers around them.