Many years ago when asked about the impact of AI on marketing analytics I gave a fairly perfunctory answer about how Machine Learning underpinned churn models, targeting, and MMMs. And that's all still true. But that's all table stakes now. The real question is how we incorporate today's Brave New World of generative AI and its agentic minions. How AI Changes Data Collection and Processing Let's start with the most mundane stuff: the data collection. We all love using data bu

Let's start at the beginning, what is an MMM? A media mix model is, at heart, a big regression model that is designed to tell you the...

Are you familiar with expected goals (xG)? If not, we should probably start there. One common complaint that you'll have heard about...

I'm going to go out on a limb here and say 'No' but stay with me because, as you've probably guessed, there's more to the story than...