Marketing Science: Using Confusion Matrix and Cost Function to Optimize Acquisition Marketing ROAS
In my Day to Day Job, most of my conversations are around Data Driven Marketing and leveraging the power of
Meridian: Google’s latest Marketing Mix Model (MMM)
After the successful launch of Light Weight MMM Model, Google launched its latest advanced MMM model called Meridian. It is
Distributed ROAS
Digital marketing has relied heavily on Return on Ad Spend (ROAS) as a primary metric and I believe that focusing
Experimentation in Marketing
At Google, experimentation has consistently been a guiding principle behind our marketing strategy. In the unprecedented and unique times we
Transforming Google Ads Campaigns using BigQuery's ML (Tech)
This is a continuation of the article that I wrote before and is for practitioners who want to get into
Transforming Google Ads Campaigns using BigQuery's ML
This article will have two parts. The first piece serves as an executive brief, aimed at giving you a digestible
