modules
Marketing Mix Modeling
Bayesian marketing mix models that quantify the incremental impact of each marketing channel accounting for saturation effects, carry-over, and external variables.
Bayesian marketing mix models that quantify the incremental impact of each marketing channel accounting for saturation effects, carry-over, and external variables.
know-where-every-dollar-goes
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.
data Viz
MMM Specifications
- Method
- Bayesian hierarchical with MCMC sampling
- Effects
- Saturation curves, carry-over (Adstock), base decomposition
- Variables
- Seasonality, competitive, macroeconomic, promotional
- Optimization
- Budget allocation optimizer with constraints
- Refresh
- Weekly model refresh with new data
features
bayesian: true
carry over: true
saturation: true
external vars: true
Relationships
products
capabilities
sub modules
use cases
- Marketing Automation