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Articles tagged: Geo Testing
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How to Triangulate MMM with Incrementality: A Practical Calibration Framework
A technical and executive guide to calibrating Marketing Mix Models with incrementality experiments, measuring whether the model improved, and deciding what to do when the evidence disagrees.
Marketing Mix Modeling Incrementality Geo Testing Causal Inference Bayesian Modeling Budget Allocation Model CalibrationAugust 7, 2026Counterfactual & Geo Testing: The Gold Standard for Modern Marketing Measurement
A private-equity style playbook for building a counterfactual modelling capability and geo experiment engine that anchors strategic budget allocation with MMM, attribution, and incrementality.
Counterfactual Modeling Geo Testing Incrementality Marketing Mix Modeling Measurement Strategy Causal Inference Data QualityAugust 6, 2026