A simple example of overfitting: The red fit perfectly captures all data points, but is clearly not a very sensible model; it is too complex, overfitting the noise in the data. The green fit captures the essential behavior in the data, even if it is slightly off for each data point.
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The Next Generation of Marketing Mix Modeling is Bayesian!

Just as making marketing decisions purely on intuition is not a wise strategy, basing them only on naive data analysis is equally bad. Blackwood Seven’s Hamilton AI marketing attribution model offers a superior combination between domain knowledge – the beliefs that you already have about how your marketing works – and new information to form a more

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Hamilton AI provides specific estimates for brand contribution to sales growth
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The Hamilton AI platform is always evolving

As branding becomes crucial in a COVID-19 recession, so does measuring brand effects Branding has never been more important. Not just because of the overwhelming amount of impressions being served to consumers through a myriad of touchpoints. This “tsunami” obviously makes consumers want to simplify choices in a way where only the most well-positioned brands

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