Marketing Mix Modeling

Start here

What is marketing mix modeling?
Media mix modeling
MMM vs multi-touch attribution
Econometric modeling
A worked MMM example

How the model works

Adstock and carryover
Saturation curves (Hill function)
Baseline sales
Bayesian MMM
Validating a model

Incrementality

What is incrementality?
Incrementality testing
Geo-lift testing
Brand and conversion lift studies
Calibrating MMM with tests

Budget decisions

Budget allocator
Marginal ROAS
Breakeven ROAS
Marketing efficiency ratio
Scenario planning

Tools

Google Meridian
Meta Robyn
PyMC-Marketing
MMM software vendors
MMM Excel template

All 61 guides Glossary Templates Datasets Research papers

Statistics

Causal inference

Causal inference
Confounding variables
Difference in differences
Synthetic control method
Power analysis and sample size

Regression

Multicollinearity
Ridge regression
Log-log model
Homoskedasticity
Bias-variance trade-off

Marketing metrics

Price elasticity of demand
Contribution margin
Mean absolute percentage error
Response curves
Diminishing returns

All briefs Significance calculator Glossary

Prompt Engineering

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Marketing Mix Modeling

Start here

What is marketing mix modeling?Media mix modeling MMM vs multi-touch attribution Econometric modeling A worked MMM example

How the model works

Adstock and carryover Saturation curves (Hill function)Baseline sales Bayesian MMM Validating a model

Incrementality

What is incrementality?Incrementality testing Geo-lift testing Brand and conversion lift studies Calibrating MMM with tests

Budget decisions

Budget allocator Marginal ROAS Breakeven ROAS Marketing efficiency ratio Scenario planning

Tools

Google Meridian Meta Robyn PyMC-Marketing MMM software vendors MMM Excel template

All 61 guides Glossary Templates Datasets Research papers

Statistics

Causal inference

Causal inference Confounding variables Difference in differences Synthetic control method Power analysis and sample size

Regression

Multicollinearity Ridge regression Log-log model Homoskedasticity Bias-variance trade-off

Marketing metrics

Price elasticity of demand Contribution margin Mean absolute percentage error Response curves Diminishing returns

All briefs Significance calculator Glossary

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