Improving Marketing Mix Modeling Using Machine Learning Approaches

Building MMM models using tree-based ensembles and explaining media channel performance using SHAP (Shapley Additive Explanations)

There are many ways one can build a marketing mix model (MMM) but usually, it boils down to using linear regression for its simple interpretability. Interpretability of more complex non-linear models is the topic of research in the last 5–6 years since such concepts as LIME or SHAP were proposed in the machine learning community to explain the …

learning machine machine learning marketing marketing-mix-modeling modeling random-forest-regressor shap