"Thanks David, I found this to be a useful succinct summary.
May I ask, would you consider Econometrics to fall under 'MMM' ? If not, can you explain where it would sit in relation and why ?
Thanks again."
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Dom Sweeney replied to David G. Young's discussion Marketing Mix vs Digital Attribution in the group Analytical TechniquesMarketing Analytics – The Most Important and Least Thought about Variable: The Dependent
All the hard work we put into the “model” on the right hand side of the equation, is only as accurate as the dependent variable was to start with in reflecting the business problem at hand. Yet…. modeling efforts typically focus almost exclusively on the prediction of the objective variable, while often accepting the dependent “AS IS” with all that that implies. Dependent variable…See More
Ideas for improving already good models
You’re working on the MAIN MODEL. The one that leverages half the company’s assets, and on which your paycheck and that of many others depends. You’ve already run through a stepwise, forward, and backward search of the variables, their interactions, and possible curvatures. What are the most productive things to do next? Here are a couple of ideas revolving around the ideas of…See More
"Arun,
Thanks for the heads up.
Dave"
Arun replied to David G. Young's discussion Marketing Mix vs Digital Attribution in the group Analytical Techniques"We explored the same topic here earlier in Anayticbridge -
http://www.analyticbridge.com/forum/topics/attribution-modeling-vs-market-mix-modeling?xg_source=activity"
Marketing Mix vs Digital Attribution
These two methodologies are often pitted against each other as competitors for the same Marketing dollars in today’s marketplace. In truth, that’s rarely appropriate. On the surface both methodologies offer an ROI and an attribution for digital marketing vehicles such as online display, paid search, e-mail, etc. and thus create conflict by providing distinct answers. But once you learn more about them it’s like comparing an X-ray machine with a Microscope. They both provide a “view of the…See More
Marketing Mix vs Digital Attribution
These two methodologies are often pitted against each other as competitors for the same Marketing dollars in today’s marketplace. In truth, that’s rarely appropriate. On the surface both methodologies offer an ROI and an attribution for digital marketing vehicles such as online display, paid search, e-mail, etc. and thus create conflict by providing distinct answers. But once you learn more about them it’s like comparing an X-ray machine with a Microscope. They both provide a “view of the…See More
Profile Information
- Short Bio:
- Twenty plus years of professional experience in Management, Marketing, and Marketing Analytics. Currently managing the modeling teams responsible for the optimization of over a billion dollars of marketing budgets for 10 Fortune 1000 clients and am engaged in writing a book focused on the integration of marketing logic and statistical measurement principles to help readers integrate diverse sources of business information to solve problems, rather than treating them as unrelated project phases. The book is entitled “Marketing Model Alignment – Advanced Topics in Goal Alignment / Model Formulation”.
A more complete profile can be seen at LinkedIn by clicking the button below.
- My Website or LinkedIn Profile (URL):
- http://analytics4business.wordpress.com
- Field of Expertise:
- Predictive Modeling
- Years of Experience in Analytical Role:
- 20
- Professional Status:
- VP, Consultant
- Interests:
- Finding a New Position, Networking, New Venture, Recruiting
- What is your Favorite Data Mining or Analytical Website?
- http://analytics4business.wordpress.com
- Industry:
- Marketing, Banking
- Your Job Title:
- Senior Group Director
Statistical Expertise:
· Designing projects to meet business objectives
· Non-Linear Regression
· Simultaneous Equations
· Multinomial Logistic Regression
· Binomial Logistic Regression
· Linear Regression
· Explaining statistical concepts in simple terms
· Sampling Statistics
· Statistical design
· Discrete Choice
· Marketing/Competitive Applications
· Many Multivariate Techniques
· Low response rate modeling
· Models for both very LARGE and very SMALL datasets
Business Expertise:
· Direct Marketing
· Marketing Research (including qualitative techniques)
· Credit Card Management
· Business Competition Strategy
· Profitable Business Structures
· Consumer Psychology (Product Choice, Image Positioning, Variety Seeking, Risk Aversion, Advertising Exposure, Buyer’s Remorse, Value Perceptions, etc.)
· General Business Subjects (Finance, Accounting, Economics, etc.)
· Designing projects to meet business objectives
· Non-Linear Regression
· Simultaneous Equations
· Multinomial Logistic Regression
· Binomial Logistic Regression
· Linear Regression
· Explaining statistical concepts in simple terms
· Sampling Statistics
· Statistical design
· Discrete Choice
· Marketing/Competitive Applications
· Many Multivariate Techniques
· Low response rate modeling
· Models for both very LARGE and very SMALL datasets
Business Expertise:
· Direct Marketing
· Marketing Research (including qualitative techniques)
· Credit Card Management
· Business Competition Strategy
· Profitable Business Structures
· Consumer Psychology (Product Choice, Image Positioning, Variety Seeking, Risk Aversion, Advertising Exposure, Buyer’s Remorse, Value Perceptions, etc.)
· General Business Subjects (Finance, Accounting, Economics, etc.)
David G. Young's Blog
Marketing Analytics – The Most Important and Least Thought about Variable: The Dependent
Posted on May 1, 2016 at 8:21pm 0 Comments 0 Likes
All the hard work we put into the “model” on the right hand side of the equation, is only as accurate as the dependent variable was to start with in reflecting the business problem at hand. Yet…. modeling efforts typically focus almost exclusively on the prediction of the objective variable, while often accepting the dependent “AS IS” with all that that…
Ideas for improving already good models
Posted on April 27, 2016 at 8:07am 0 Comments 0 Likes
You’re working on the MAIN MODEL. The one that leverages half the company’s assets, and on which your paycheck and that of many others depends. You’ve already run through a stepwise, forward, and backward search of the variables, their interactions, and possible curvatures. What are the most productive things to do next?
Here are a couple of ideas…
ContinueComment Wall (1 comment)
- At 1:50am on February 24, 2010, FRANCISCO J. VALERO said…
- Gracias, David. No me dedico específicamente a las finanzas cuantitativas, pero en mi empresa hay un buen equipo dedicado a ellas. De hecho, impartimos un máster en FC que tiene un elevado prestigio institucional. Tiene dos versiones: normal y executive. Además, de director de Estudios, muy dedicado al seguimiento de las noveades normativas, instittucionales, etc. de nuestro sistema financiero, soy catedrático en la Universidad Autónoma de Madrid, por lo que soy persona muy ocupada.
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