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Author: Mike Belli

How Would You Know if Your AI Pilot Actually Worked?

Posted on August 21, 2026 by Mike Belli

Define meaningful success, create a comparison, run the test for a set time, then analyze the data. Why the widely quoted AI failure rates disagree, and five questions that tell you whether your own pilot actually worked.

AI A/B testing, AI measurement, AI strategy, experiment design, incrementality

You Bought an MMM Model. Now What?

Posted on July 17, 2026 by Mike Belli

The final readout went well. The deck was sharp, the ROI-by-channel chart made the room nod, and the recommendations sounded right. The vendor got paid. Everyone shook hands. Here’s what

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MMM

Is Your Marketing Mix Model a Waste of Money?

Posted on July 8, 2026 by Mike Belli

Is your marketing mix model (MMM) a waste of money? If you don’t know how to build a model yourself, it’s almost impossible to spot a firm that’s just blowing

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MMM

Good Fit, Wrong Direction

Posted on July 2, 2026 by Mike Belli

In my last post I laid out five questions to ask an MMM firm before you sign the contract. Question #1 was about uneven data precision. Here’s what it costs

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MMM

Stop Hiring Analysts for Their Skills

Posted on June 3, 2026 by Mike Belli

SQL, R, Python — none of it is what makes a good analyst. I’ve hired and managed many data scientists and analysts, and the strongest predictor of who’d actually be

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Leadership
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