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If you're going to do an MMM, you should think a lot about how you are going to validate the model. How are you going to build trust in it? How are you going to know that it's right? The reality is that, with a flexible modeling methodology, there are often millions of ways that the model can go wrong and only one way that it can go right. There are a few different ways we think about validating MMMs at Recast:

Alex Netelkos

Analytics & Product Enthusiast | Data Nerd | Jersey Boy

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