The marketing measurement terms every CMO should know

In this episode, Pranay Piyush and Sundar Swaminathan break down the most important concepts behind marketing mix modeling (MMM) and incrementality testing in plain English.They explain: What baseline and incremental sales really mean  How control variables affect marketing models  Adstock, carryover, and why advertising has lasting effects  Saturation curves and diminishing returns  Bayesian vs. frequentist statistics  Why statistical significance isn't as objective as most marketers think  Multicollinearity, endogeneity, and other commonly misunderstood terms Whether you're a CMO, VP of Marketing, growth leader, or performance marketer, this episode will help you understand the language behind better marketing decisions.