General Concepts
A concise library of the common concepts in probabilistic measurement. It clarifies when each method applies, key assumptions, common pitfalls, and how to interpret results.
Articles
- What happens to the confidence of my experiment if it runs for fewer weeks than originally designed?
- Your Paramark relationship and Growth Advisor
- How MMM and incrementality testing work together
- Why Paramark Uses Impressions, Not Clicks, in Your MMM
- How Paramark accounts for lag across Incrementality Testing & MMM
- How to measure a major launch with MMM and incrementality testing
- When MMM and Incrementality Testing estimates don't agree — what next?
- Change Management: How to build internal buy-in for measurement-based decisions utilizing marketing mix models
- Overview of Paramark's products and services