21d (edited) • General discussion
MMM VIF (Variance Inflation Factor) Guide
Full video in MMM course page - https://www.skool.com/marketing-science-made-easy-3352/classroom/659d7790?md=ff4446505dfd49498da12459039d7af8
"Should we trust our MMM?"
My framework:
- VIF < 5: Green light, but verify with holdouts
- VIF 5-10: Yellow light, need experiments
- VIF > 10: Red light, fix before using
- VIF > 20: Your model is hallucinating
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MMM VIF (Variance Inflation Factor) Guide
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