% MMM research bibliography from https://vexpower.com/mmm/mmm-research-papers
% Links checked October 2026. Broadbent (1979) is not online; its URL points to a reference page.

@article{little1979,
  author = {John D. C. Little},
  title = {{Aggregate Advertising Models: The State of the Art}},
  journal = {Operations Research},
  volume = {27},
  number = {4},
  pages = {629--667},
  year = {1979},
  url = {https://doi.org/10.1287/opre.27.4.629}
}

@article{broadbent1979,
  author = {Simon Broadbent},
  title = {{One Way TV Advertisements Work}},
  journal = {Journal of the Market Research Society},
  volume = {23},
  number = {3},
  pages = {139--166},
  year = {1979},
  url = {https://en.wikipedia.org/wiki/Advertising_adstock}
}

@article{abadiegardeazabal2003,
  author = {Alberto Abadie and Javier Gardeazabal},
  title = {{The Economic Costs of Conflict: A Case Study of the Basque Country}},
  journal = {American Economic Review},
  volume = {93},
  number = {1},
  pages = {113--132},
  year = {2003},
  url = {https://doi.org/10.1257/000282803321455188}
}

@article{abadie2010,
  author = {Alberto Abadie and Alexis Diamond and Jens Hainmueller},
  title = {{Synthetic Control Methods for Comparative Case Studies: Estimating the Effect of California's Tobacco Control Program}},
  journal = {Journal of the American Statistical Association},
  volume = {105},
  number = {490},
  pages = {493--505},
  year = {2010},
  url = {https://doi.org/10.1198/jasa.2009.ap08746}
}

@misc{vaverkoehler2011,
  author = {Jon Vaver and Jim Koehler},
  title = {{Measuring Ad Effectiveness Using Geo Experiments}},
  howpublished = {Google Inc.},
  year = {2011},
  url = {https://research.google/pubs/measuring-ad-effectiveness-using-geo-experiments/}
}

@misc{vaverkoehler2012,
  author = {Jon Vaver and Jim Koehler},
  title = {{Periodic Measurement of Advertising Effectiveness Using Multiple-Test-Period Geo Experiments}},
  howpublished = {Google Inc.},
  year = {2012},
  url = {https://research.google/pubs/periodic-measurement-of-advertising-effectiveness-using-multiple-test-period-geo-experiments/}
}

@article{brodersen2015,
  author = {Kay H. Brodersen and Fabian Gallusser and Jim Koehler and Nicolas Remy and Steven L. Scott},
  title = {{Inferring Causal Impact Using Bayesian Structural Time-Series Models}},
  journal = {Annals of Applied Statistics},
  volume = {9},
  number = {1},
  pages = {247--274},
  year = {2015},
  url = {https://doi.org/10.1214/14-AOAS788}
}

@article{lewisrao2015,
  author = {Randall A. Lewis and Justin M. Rao},
  title = {{The Unfavorable Economics of Measuring the Returns to Advertising}},
  journal = {Quarterly Journal of Economics},
  volume = {130},
  number = {4},
  pages = {1941--1973},
  year = {2015},
  url = {https://doi.org/10.1093/qje/qjv023}
}

@article{blakenoskotadelis2015,
  author = {Thomas Blake and Chris Nosko and Steven Tadelis},
  title = {{Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment}},
  journal = {Econometrica},
  volume = {83},
  number = {1},
  pages = {155--174},
  year = {2015},
  url = {https://doi.org/10.3982/ECTA12423}
}

@article{varian2016,
  author = {Hal R. Varian},
  title = {{Causal Inference in Economics and Marketing}},
  journal = {Proceedings of the National Academy of Sciences},
  volume = {113},
  number = {27},
  pages = {7310--7315},
  year = {2016},
  url = {https://doi.org/10.1073/pnas.1510479113}
}

@misc{chanperry2017,
  author = {David Chan and Michael Perry},
  title = {{Challenges and Opportunities in Media Mix Modeling}},
  howpublished = {Google Inc.},
  year = {2017},
  url = {https://research.google/pubs/challenges-and-opportunities-in-media-mix-modeling/}
}

@article{johnson2017,
  author = {Garrett A. Johnson and Randall A. Lewis and Elmar I. Nubbemeyer},
  title = {{Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness}},
  journal = {Journal of Marketing Research},
  volume = {54},
  number = {6},
  pages = {867--884},
  year = {2017},
  url = {https://doi.org/10.1509/jmr.15.0297}
}

@misc{kerman2017,
  author = {Jouni Kerman and Peng Wang and Jon Vaver},
  title = {{Estimating Ad Effectiveness using Geo Experiments in a Time-Based Regression Framework}},
  howpublished = {Google Inc.},
  year = {2017},
  url = {https://research.google/pubs/estimating-ad-effectiveness-using-geo-experiments-in-a-time-based-regression-framework/}
}

@misc{zhangvaver2017,
  author = {Stephanie Zhang and Jon Vaver},
  title = {{Introduction to the Aggregate Marketing System Simulator}},
  howpublished = {Google Inc.},
  year = {2017},
  url = {https://research.google/pubs/introduction-to-the-aggregate-marketing-system-simulator/}
}

@misc{wang2017,
  author = {Yueqing Wang and Yuxue Jin and Yunting Sun and David Chan and Jim Koehler},
  title = {{A Hierarchical Bayesian Approach to Improve Media Mix Models Using Category Data}},
  howpublished = {Google Inc.},
  year = {2017},
  url = {https://research.google/pubs/a-hierarchical-bayesian-approach-to-improve-media-mix-models-using-category-data/}
}

@misc{sun2017,
  author = {Yunting Sun and Yueqing Wang and Yuxue Jin and David Chan and Jim Koehler},
  title = {{Geo-level Bayesian Hierarchical Media Mix Modeling}},
  howpublished = {Google Inc.},
  year = {2017},
  url = {https://research.google/pubs/geo-level-bayesian-hierarchical-media-mix-modeling/}
}

@misc{jin2017,
  author = {Yuxue Jin and Yueqing Wang and Yunting Sun and David Chan and Jim Koehler},
  title = {{Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects}},
  howpublished = {Google Inc.},
  year = {2017},
  url = {https://research.google/pubs/bayesian-methods-for-media-mix-modeling-with-carryover-and-shape-effects/}
}

@misc{chen2018,
  author = {Aiyou Chen and David Chan and Mike Perry and Yuxue Jin and Yunting Sun and Yueqing Wang and Jim Koehler},
  title = {{Bias Correction For Paid Search In Media Mix Modeling}},
  howpublished = {arXiv:1807.03292 (Google)},
  year = {2018},
  url = {https://arxiv.org/abs/1807.03292}
}

@misc{chenau2019,
  author = {Aiyou Chen and Timothy C. Au},
  title = {{Robust Causal Inference for Incremental Return on Ad Spend with Randomized Paired Geo Experiments}},
  howpublished = {arXiv:1908.02922 (Google)},
  year = {2019},
  url = {https://arxiv.org/abs/1908.02922}
}

@article{gordon2019,
  author = {Brett R. Gordon and Florian Zettelmeyer and Neha Bhargava and Dan Chapsky},
  title = {{A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook}},
  journal = {Marketing Science},
  volume = {38},
  number = {2},
  pages = {193--225},
  year = {2019},
  url = {https://doi.org/10.1287/mksc.2018.1135}
}

@article{shapiro2021,
  author = {Bradley T. Shapiro and Günter J. Hitsch and Anna E. Tuchman},
  title = {{TV Advertising Effectiveness and Profitability: Generalizable Results From 288 Brands}},
  journal = {Econometrica},
  volume = {89},
  number = {4},
  pages = {1855--1879},
  year = {2021},
  url = {https://doi.org/10.3982/ECTA17674}
}

@misc{ng2021,
  author = {Edwin Ng and Zhishi Wang and Athena Dai},
  title = {{Bayesian Time Varying Coefficient Model with Applications to Marketing Mix Modeling}},
  howpublished = {arXiv:2106.03322 (Uber)},
  year = {2021},
  url = {https://arxiv.org/abs/2106.03322}
}

@misc{zhangrf2023,
  author = {Yingxiang Zhang and Mike Wurm and Alexander Wakim and Eddie Li and Ying Liu},
  title = {{Bayesian Hierarchical Media Mix Model Incorporating Reach and Frequency Data}},
  howpublished = {Google LLC},
  year = {2023},
  url = {https://research.google/pubs/bayesian-hierarchical-media-mix-model-incorporating-reach-and-frequency-data/}
}

@misc{runge2024,
  author = {Julian Runge and Igor Skokan and Gufeng Zhou and Koen Pauwels},
  title = {{Packaging Up Media Mix Modeling: An Introduction to Robyn's Open-Source Approach}},
  howpublished = {arXiv:2403.14674},
  year = {2024},
  url = {https://arxiv.org/abs/2403.14674}
}

@misc{dew2024,
  author = {Ryan Dew and Nicolas Padilla and Anya Shchetkina},
  title = {{Your MMM is Broken: Identification of Nonlinear and Time-varying Effects in Marketing Mix Models}},
  howpublished = {arXiv:2408.07678},
  year = {2024},
  url = {https://arxiv.org/abs/2408.07678}
}

@misc{zhangcalibration2024,
  author = {Yingxiang Zhang and Mike Wurm and Eddie Li and Alexander Wakim and Joseph Kelly and Brenda Price and Ying Liu},
  title = {{Media Mix Model Calibration With Bayesian Priors}},
  howpublished = {Google LLC},
  year = {2024},
  url = {https://research.google/pubs/media-mix-model-calibration-with-bayesian-priors/}
}

@misc{meridiandocs,
  author = {Google},
  title = {{Meridian documentation: model specification, priors and calibration}},
  howpublished = {Google for Developers},
  year = {2025},
  url = {https://developers.google.com/meridian/docs/basics/model-spec}
}

@misc{chu2025,
  author = {Man-Lin Chu and Lucian Terhorst and Kadin Reed and Tom Ni and Weiwei Chen and Rongyu Lin},
  title = {{LLM-Based Multi-Agent System for Simulating and Analyzing Marketing and Consumer Behavior}},
  howpublished = {arXiv:2510.18155},
  year = {2025},
  url = {https://arxiv.org/abs/2510.18155}
}

@misc{heusch2026,
  author = {Niklas Heusch},
  title = {{A Synthetic Benchmark Dataset with Endogenous Marketing Spend for Validating Marketing Mix Models}},
  howpublished = {arXiv:2608.21130},
  year = {2026},
  url = {https://arxiv.org/abs/2608.21130}
}

@misc{pymcmarketingdocs,
  author = {PyMC Labs and contributors},
  title = {{PyMC-Marketing: MMM documentation}},
  howpublished = {pymc-marketing.io},
  year = {2026},
  url = {https://www.pymc-marketing.io/en/stable/guide/mmm/mmm_intro.html}
}