Goto resources for marketing data scientists

I have recently started gaining interest into applying multi-regression to measure contribution of various parameters to the campaign performance. Coming up with an exhaustive list of parameters and taming them all into train worthy dataset is gonna be an exciting journey in itself. Before I dive deeper I wanted to get my fundamentals right. Asking you all marketing data enthusiasts, what are some good resources out there on MMM and other measurement techniques. Do you have any tips to share …

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