media mix modeling
An attempt to quantify the so-called charm of “seems to boost sales” with formulas. Multiple media are lured with budget as bait, then their merit is wrested away through probabilities and regression analysis in a splendid sport. The actual impact is entrusted to the myth called “estimation,” so no one knows the exact truth. Ultimately, one proudly claims “we optimized,” only to suffer the data anomalies the next month in an endless loop. Believers may be saved… or maybe not.