The first step towards a data-driven marketing organization: A practical approach

How to use causal inference in marketing practice: Evidence from observational data analysis

Understanding the causal structure of marketing strategies using DAG (Directed Acyclic Graph)

What is causal inference? Basics and practical applications for avoiding misinterpretation of correlation and causation in marketing.

How to use MMM strategically: 10 important points that management should keep in mind

The Importance of Transparency in Marketing Mix Modeling (MMM)

New Attribution Methods for a Privacy-Focused Era

The limitations of marketers' intuition about advertising effectiveness: Key findings from research papers