The fundamental output of a Marketing Mix Modeling project is based on the Model. During the Modeling phase, the analytics team needs to dive deeply into the statistical details and specifications to make sure that the overall model is robust and ready to be shared with the stakeholders.
A Nested Model depicts an immersive relationship between multiple linked KPIs and independent drivers. Two models are nested if one model contains all the variables of the other in addition to (an) other variable(s).
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