Adman Analytics
Thoughts on marketing analytics
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- A Structured SQL Framework for Marketing Analytics: Building Scalable Query Architecture
- Did Google Just Take the Lead in AI? Yup.
- Practical Data Visualization with Seaborn: Analyzing Superstore Sales Data
- Introduction to Seaborn: Beautiful Statistical Visualizations in Python
- Google Search “Preferred Sources”
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Tag: MMM
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Conversion lift studies represent a fundamental shift in how we measure marketing effectiveness—from correlation to causation, from assumptions to evidence
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Structural Equation Models offer several advantages over basic regression: Latent Variables – SEM can model unobservable constructs like “brand awareness” or “purchase intent” that mediate between impressions and conversions Multiple Dependent Variables – Instead of just modeling conversions, you can model the entire funnel (impressions → clicks → conversions) simultaneously Measurement Error – SEM accounts…
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Building a Marketing Mix Model: A Data-Driven Approach to Attribution