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Case studies
Ideas on decisions under uncertainty
How we think about measuring marketing, sales and product impact — and turning models into decisions a CFO can trust.
Marketing measurement
Why CFOs don’t trust marketing mix models — and what to do instead
Most large advertisers have a marketing mix model, but few use it to decide budgets. Why MMMs fail as a decision tool, and how a risk-adjusted, multi-model approach fixes it.
Rares Rusu4 June 20268 min read
Read article Digital twinsDigital twins for business, explained
Digital twins were built for aerospace and medicine. Here is what a commercial digital twin is, how it models the whole business engine, and which strategic questions it answers.
Rares Rusu & Matías Bossa, PhD17 March 202611 min read
Read article Marketing measurementFrom ROAS to profit curves: a finance-first method for cross-media budgets
How to set marketing investment where profit is maximised — and extend the profit-curve method from one channel to the whole media mix, using MMM-style models to estimate each channel’s saturation curve.
Rares Rusu27 September 20267 min read
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