Why Your Betas Explode: The Hidden Geometry of Multicollinearity
a marketing mix model to a senior director. The slide showed two beta coefficients side by side: Linear TV at +2.4, Digital TV at +1.8. He nodded, satisfied. Then he asked the question I was dreading. “Let’s assume we run this with last week’s refreshed data. Same channels, same model, same everything, but one extra …
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