Underdetermination: The missing link of marketing analytics

When we build a marketing mix model we naturally want to find a clear and unambiguous answer to the question “which marketing drivers are important and what is their impact”?

Is a clear answer to this question always possible? Is it possible for there to be multiple theories that fit and purport to explain the same set of data? Can the same data set sing two very different tunes? Tell two or more different stories?

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