Optimization models in digital advertising In optimizing their budgets across a portfolio of digital advertising channels, advertisers may adopt one of two strategies, depending on… July 22, 2025
DAU forecasting using cohort matrices One challenge in forecasting DAU for a product is that various groups may exhibit different retention rates that vary meaningfully.… June 25, 2025
Predicting cumulative revenue curves as bootstrapped time series data The Jupyter Notebook used in this article can be found here. It's common to see cumulative revenue curves for freemium… March 26, 2025
TikTok’s outage and the digital marketing efficient frontier A new draft paper from researchers at Columbia Business School finds that the average CPM across Meta's properties increased by… March 19, 2025
Combating Misinformation in Business Analytics: Experiment, Calibrate, Validate This guest post is written by Dr. Julian Runge, an Assistant Professor of Marketing at Northwestern University, and William Grosso, the… October 14, 2024
Why media mix modeling fails I've written extensively about media mix modeling (MMM) and its critical role in marketing measurement in the new privacy landscape.… June 27, 2024
Podcast: Econometric advertising measurement (with Grace Kite) https://open.spotify.com/episode/5HOxBwgyXmYkVUNVhRH6pZ?si=08394bd5c48841a1 In this episode of the Mobile Dev Memo podcast, I speak with Dr. Grace Kite, the Founder and CEO… March 6, 2024
Podcast: How to measure a marketing campaign (with Olivia Kory) https://open.spotify.com/episode/6c671Xc3UScOMPL2BCHGf4?si=a5045f289ad64bfb My guest on this episode is Olivia Kory, the Head of Go-To-Market at Haus, a marketing decision science platform.… December 6, 2023
Podcast: The journey to probabilistic attribution (with Michael Kaminsky) https://open.spotify.com/episode/1uVqjRevhmdrlR9WO3hsJJ?si=6c6361a78f9d4361 In Episode 2 of Season 2 of the Mobile Dev Memo podcast, I speak with Michael Kaminsky, the co-founder… November 15, 2023
How to train your CFO (about probabilistic measurement) One of the most awkward conversations any marketer will have is when they are asked by their CFO to explain… October 11, 2023
