[Marketing] Marketing Mix Modeling - Part 1

Imagine you are a marketing data scientist at a hotel booking startup called HotelNow that seeks to increase the gross booking value (GBV). The marketing team in HotelNow is utilizing multi-channel approach to marketing their credit card offerings. The channels are YouTube Video Ads, Facebook Ads and banners. The current approach is purely based on business heuristics, not data-driven. The team asked you to determine a way to optimize the spending across the three channels to maximize the to...