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For Business Decisions

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    Eliya's Blog

    Application of data science and machine learning on marketing topics such as digital marketing, enterprise marketing, Marketing Mix Models (MMM), and more.

    Found 62 posts
    AI Marketingbest-ai-marketing-agencies-2027

    What Are The Best AI Marketing Agencies To Watch In 2027?

    Here is our pick for the top 7 marketing agencies to watch in 2027

    September 6, 2026

    MMM SoftwareCover photo for blog post discussing key applications of Google Meridian MMM in 2027 specially written for general audience and leadership without technical complexity

    What Are The Key Applications Of Google Meridian MMM For Enterprise Marketing Teams?

    Enterprise CMOs and CFOs are done trusting platform-reported ROAS. Here's how five core applications of Google's ...

    September 4, 2026

    Marketing Mix ModelingCover photo for blog post showing the biases and challenges that Marketing Mix Models MMM face when implemented in real-world

    How Do You Validate A Marketing Mix Model? 8 Biases That Break MMM Accuracy

    A well-fitting model can be quietly wrong, this post helps practitioners to spot sources of bias and hopefully avoid ...

    September 2, 2026

    Incrementality TestingCover photo for blog post about incrementality testing and how it can be used for media channel measurement for e-commerce and retail brands

    What Is Incrementality Testing?

    A plain-language guide to incrementality testing: what it measures, how holdout and geo tests work, and how it grounds ...

    August 27, 2026

    AI MarketingCover photo for blog post related to OpenAI's Ads and the launch of AI Ads in 31 European countries on August 24th, 2026

    What Will Chatgpt Ads Mean For The Future Of Marketing In 2027?

    ChatGPT Ads land in Europe Aug 24, 2026. Explore how conversational AI will reshape marketing, search, and measurement.

    August 21, 2026

    Marketing MeasurementCover image for blog post related to Offline Media Measurement and GeoTesting for Offline measurement in marketing and marketing mix modeling

    Offline Media Channel Measurement: The Complete Guide To Geo Testing And MMM

    Offline Media Channel Measurement: The Complete Guide to Geo Testing and MMM explores how marketers can measure the ...

    August 18, 2026

    Marketing Spend OptimizationCover image for blog post titled "Why In-Platform ROAS Can Be Misleading: And What Smart Marketers Should Look at Instead" featuring colorful abstract geometric artwork and the Eliya AI logo on a dark background.

    Why In-platform ROAS Can Be Misleading And What Smart Marketers Should Look At Instead

    In-platform ROAS can be misleading, driving budget toward campaigns that merely claim credit rather than create value. ...

    August 11, 2026

    Marketing Mix ModelingIllustration depicting Marketing Mix Model (MMM) validation techniques, opening a black box to reveal time-series analytics and media performance charts.

    Beyond The Black Box: A Practical Guide To Validating Your Marketing Mix Model (MMM)

    Marketing Mix Modeling (MMM) promises data-driven budget allocation, but an unvalidated model is a recipe for costly ...

    July 31, 2026

    Marketing Mix ModelingUsing MMM for marketing budget optimization, representing the transition from 10-day manual MMM to 5-minute Agentic budget optimization.

    Stop Guessing Your Ad Spend: The Bayesian Guide To Budget Optimization With Pymc-marketing

    This technical guide demonstrates how to bridge the gap between Bayesian rigor and strategic action using ...

    May 19, 2026

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