MarketingMix

Overview Articles:

https://towardsdatascience.com/market-mix-modeling-mmm-101-3d094df976f9

http://www.joshuakim.io/marketing-mix-modelling-with-bayesian-regression/

http://learn.fractalanalytics.com/rs/fractalanalytics/images/white%20paper-%20multiplicative%20mmm%20simplified.pdf

http://rpubs.com/nihil0/mmm01

Detail Article (nicely written whitepaper):

https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/46001.pdf

"Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects"

Implementation (in R):

Adstock and general simple: http://rpubs.com/nihil0/mmm01

Saturation and interesting hand written model:http://datafeedtoolbox.com/marketing-mix-model-for-all-using-r-for-mmm/

Adstock in detail, general and saturation: https://analyticsartist.wordpress.com/blog/

Repositories:

https://github.com/tab114/Marketing_Mixed_Modelling_Analysis https://github.com/linpyl/Marketing_Mix_Modeling