Marketing Mix Modeling (MMM) tutorial
Basics of MMM, use cases, preparing your data, defining your model & understanding the results
Sales decomposition chart
Return On Investment (ROI): Definition and charts
Marginal Return On Investment (Marginal ROI)
Diminishing Returns of marketing
Measuring improvement in marketing
What is the impact of granularity on Marketing Mix Modelling?
What are adstock and carryover effects and how can they be modelled?