{
  "schemaVersion": "1.0",
  "entityFamily": "modules",
  "entityType": "DefinedTerm",
  "entityId": "modules:67",
  "canonicalUrl": "https://babadook.tech/modules/marketing-mix-modeling",
  "machineBaseUrl": "https://babadook.tech/ai/modules/marketing-mix-modeling",
  "name": "Marketing Mix Modeling",
  "aliases": [],
  "summary": "Bayesian marketing mix models that quantify the incremental impact of each marketing channel accounting for saturation effects, carry-over, and external variables.",
  "description": [
    "Bayesian marketing mix models that quantify the incremental impact of each marketing channel accounting for saturation effects, carry-over, and external variables."
  ],
  "sections": [
    {
      "id": "know-where-every-dollar-goes-0aacd9ba-d9c8-45fc-b376-c3cc6f6a172a",
      "heading": "know-where-every-dollar-goes",
      "body": [
        "Know Where Every Dollar Goes Marketing Mix Modeling uses Bayesian statistical methods to decompose total conversions into contributions from each marketing channel. The model accounts for saturation effects (diminishing returns as spend increases), carry-over effects (impact that persists after spend stops), and external variables (seasonality, competitive activity, macroeconomic factors). The result is a clear picture of each channel's true incremental impact — and an optimization model that shows where your next marginal dollar should be allocated for maximum ROI."
      ],
      "specifications": [],
      "relationships": [],
      "media": [],
      "children": [
        {
          "id": "data-viz-1",
          "heading": "data Viz",
          "body": [],
          "specifications": [],
          "relationships": [],
          "media": [],
          "children": [],
          "sourceBlockType": "unsupported"
        }
      ],
      "sourceBlockType": "content_block",
      "sourceBlockId": "0aacd9ba-d9c8-45fc-b376-c3cc6f6a172a"
    },
    {
      "id": "mmm-specifications-0f803ac9-b0bb-4767-80fe-6b4896410611",
      "heading": "MMM Specifications",
      "body": [],
      "specifications": [
        {
          "label": "Method",
          "value": "Bayesian hierarchical with MCMC sampling",
          "group": "spec Items"
        },
        {
          "label": "Effects",
          "value": "Saturation curves, carry-over (Adstock), base decomposition",
          "group": "spec Items"
        },
        {
          "label": "Variables",
          "value": "Seasonality, competitive, macroeconomic, promotional",
          "group": "spec Items"
        },
        {
          "label": "Optimization",
          "value": "Budget allocation optimizer with constraints",
          "group": "spec Items"
        },
        {
          "label": "Refresh",
          "value": "Weekly model refresh with new data",
          "group": "spec Items"
        }
      ],
      "relationships": [],
      "media": [],
      "children": [],
      "sourceBlockType": "product_specification",
      "sourceBlockId": "0f803ac9-b0bb-4767-80fe-6b4896410611"
    },
    {
      "id": "features-3",
      "heading": "features",
      "body": [
        "bayesian: true",
        "carry over: true",
        "saturation: true",
        "external vars: true"
      ],
      "specifications": [],
      "relationships": [],
      "media": [],
      "children": [],
      "sourceBlockType": "features"
    }
  ],
  "specifications": [],
  "claims": [],
  "relationships": [
    {
      "type": "products",
      "targets": [
        {
          "id": "83",
          "family": "products",
          "name": "DXP",
          "slug": "dxp",
          "canonicalUrl": "https://babadook.tech/products/dxp",
          "relationship": "products"
        }
      ]
    },
    {
      "type": "capabilities",
      "targets": [
        {
          "id": "80",
          "family": "capabilities",
          "name": "Advanced Analytics",
          "slug": "advanced-analytics",
          "canonicalUrl": "https://babadook.tech/capabilities/advanced-analytics",
          "relationship": "capabilities"
        }
      ]
    },
    {
      "type": "sub_modules",
      "targets": [
        {
          "id": "31",
          "family": "sub-modules",
          "name": "Marketing & Campaigns",
          "slug": "marketing-campaigns",
          "canonicalUrl": "https://babadook.tech/sub-modules/marketing-campaigns",
          "relationship": "sub_modules"
        }
      ]
    },
    {
      "type": "use_cases",
      "targets": [
        {
          "id": "51",
          "family": "use-case",
          "name": "Marketing Automation",
          "slug": "marketing-automation",
          "relationship": "use_cases"
        }
      ]
    }
  ],
  "authors": [],
  "media": [],
  "regulatoryContext": {
    "exportControlAndLicensingReviewRequired": false
  },
  "language": "en",
  "receipt": {
    "sourceBlockCount": 4,
    "projectedBlockCount": 4,
    "sourceValueCount": 18,
    "projectedValueCount": 18,
    "sourceRelationshipCount": 4,
    "projectedRelationshipCount": 4,
    "sourceClaimCount": 0,
    "projectedClaimCount": 0,
    "unknownBlockTypes": [],
    "omittedFields": [],
    "missingValuePaths": [],
    "invalidClaims": [],
    "complete": true
  },
  "contentHash": "78475453b33a751c1137ac7b6ab8c1eba57e3cdb6bfadb2b9c95edd6f7641f9b"
}