Aryma Labs Marketing Measurement Substack

Aryma Labs Marketing Measurement Substack

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Aryma Labs Marketing Measurement Substack
Aryma Labs Marketing Measurement Substack
Going Beyond Dummy Variables for Seasonality Encoding in Marketing Mix Models (MMM)

Going Beyond Dummy Variables for Seasonality…

Aryma Labs
Jan 20
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Aryma Labs Marketing Measurement Substack
Aryma Labs Marketing Measurement Substack
Going Beyond Dummy Variables for Seasonality Encoding in Marketing Mix Models (MMM)

Do you still encode seasonality through the old and ineffective 'Dummy Variable' method?

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