CDS: Marketing Mix Models

By Medidata

Marketing mix models are leveraged to assess the impact of multiple promotional channels within a company or brand on their return on investment or ROI. Bayesian regressions combined with nonlinear transformations and ad stock decay are the common marketing data models of choice. But as the data landscape rapidly shifts with technology-driven advances such as AI and automation, the ability to choose the best algorithm in real-time grows more challenging.

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