AI
Marketing Mix Modeling (MMM): How to Avoid Biased Channel Estimates
Learn which variables you should and should not take into account in your model Felix Germaine · Follow Published in Towards Data Science · 14 min read · 2 hours ago — Photo by Fredrick Suwandi on Unsplash “How will sales be impacted by an X Dollar investment in each marketing channel?” This is the causal question a Marketing-Mix-Model should answer in order to guide companies in deciding how to attribute their marketing channel budgets
Felix Germaine
October 16, 2024