Thinking by Kush Shah
Zebra's approach - combining accuracy and precision
The Marketer’s Dilemma
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
3 simple steps to combining Media Mix Modeling (MMM) with Incrementality Testing to unlock cost effective growth
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Kush Shah gives his insights in how he leads brands to marketing success by combining Media Mix Modeling (MMM) with incrementality testing to create effective and measurable marketing campaigns.