CESP conducted the first audit of a Marketing Mix Modeling solution with Ekimetrics

At the request of ACPM, Google, SNPTV and Union des Marques, CESP conducted an audit of Ekimetrics’ Marketing Mix Modeling studies, in particular the processes and the statistical modelling. The audit was conducted between May and August 2021 and consisted in analysing the technical documentation and performing independent calculations on real anonymised data sets

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