Calibrating Marketing Mix Models (MMMs) with Incrementality Tests. International Journal of Research and Applied Innovations, [S. l.], v. 6, n. 5, p. 9534–9538, 2023. DOI: 10.15662/IJRAI.2023.0605009. Disponível em: https://ijrai.org/index.php/ijrai/article/view/339. Acesso em: 29 jan. 2026.