South Africa, April 22 -- Behavioural economics emerged as an academic field challenging classical economics' assumption of rational actors. Its purpose is to better understand decision-making and predict human behaviour, how we can be swayed by macro issues like politics, or micro issues like the number of products we have to choose between. In short, behavioural economics helps us predict illogical human behaviour.

By adding the power of behavioural economics to next-generation MMM, data teams can extract real commercial value from their data. On one hand, MMM answers the classic questions of 'how much did the client spend, and what incremental lift did each channel deliver'? On the other hand, behavioural experiments and testing asks ...