How to Calibrate Media Mix Models: Bayesian Priors, ROAS, and Lift Tests | PyMC Labs
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YouTubePyMC Labs
How to Calibrate Media Mix Models: Bayesian Priors, ROAS, and Lift Tests | PyMC Labs
Why do media mix models get it wrong - and what can you do about it? In this webinar, four principal data scientists from PyMC Labs break down the core calibration techniques that make MMMs actually useful for decision-making. We start with the fundamentals: why MMMs are causal inference problems at their core, and why ignoring that leads to ...
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