[Marketing] Marketing Mix Modeling - Part 2

As discussed in Marketing Mix Modeling – Part 1, the aim of marketing mix modeling (MMM) is to (1) find the weight contribution of each Ad channel on target sales, and (2) maximize the sales by optimizing the channel spend.

We explored that using the regression model to calculate the weights and the drawbacks in the weight calculation and channel allocation. What the naive regression model fails to capture is the advertising adstock....