Your MMM Is Off by 27% - Lift Calibration Demo | Kuwalyst

Kuwalyst Stand: SU30
A first-pass MMM said Paid Social was a 3.5x ROAS hero. A lift test said 2.6x. OOH looked solid at 1.9x, lift test said 1.1x, barely break-even. Same dataset, same quarter. This is what changes when you calibrate with experimental ground truth.

Kuwalyst is an agentic marketing science platform: MMM, experiment design, and lift calibration as one continuous loop. Runs in your VPC or on Scaleway in the EU.

We're opening a small number of design partner slots for brands. Details and pilot application on our website -> https://kuwalyst.ai/pilot/

CHAPTERS
0:00 — The State of Brand Commerce in 2026
0:38 — Why measurement is quietly broken
1:17 — What Kuwalyst is
1:47 — Meet Maison Séléné
3:27 — Connecting your data
4:30 — Uploading context as Bayesian priors
5:42 — Pulse: proactive recommendations
6:28 — AI E-commerce business review
8:20 — The MMM run, and the first uncomfortable result
10:29 — Designing experiments to resolve uncertainty
11:45 — The payoff: calibrated model, honest ROAS
14:23 — Why this matters beyond one brand
15:13 — Design partner pilot program

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