Python/STAN Implementation of Multiplicative Marketing Mix Model, with Deep Dive into Adstock…
Full code and simulated dataset are posted on my Github repo: https://github.com/sibylhe/mmm_stan The methodology of this project is based on this paper by Google, but is applied to a more complicated, real-world setting, where 1) there are 13 media channels and 46 control variables; 2) models are built in a stacked way. 1. IntroductionMarketing Mix Model, or Media Mix Model (MMM) is used by adver
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GitHub - sibylhe/mmm_stan: Python/STAN Implementation of Multiplicative Marketing Mix Model, with deep dive into Adstock (carry-over effect), ROAS, and mROAS
Advertising Attribution Modeling in the Movie Industry
