lightweightmmm

One thing you should be aware of when using marketing mix models is something called multicollinearity. This happens when two or more input variables in your model are highly correlated, making it tough to interpret the results. I like to play around with online ads, so I decided to give marketing mix models another try to learn more about them. I don’t actually have anything to sell, but I thought it would be a fun exercise to create an Instagram ad campaign to try and get more followers....

The future of advertising attribution is modeled, predicted, estimated, or whatever other word you want. One of the coolest tools (although still under early development) we have to model the impact of advertising campaigns on revenue is LightweightMMM, an implementation of bayesian marketing mix models developed by Google. I talked about using this tool with my course sales data and really liked the results. I was surprised by the number of people that are trying to solve the same problem in their companies....