Modeling Marketing Mix with Constrained Coefficients

How to fit a SciPy Linear Regression and call R Ridge Regression from Python using RPy2 Interface

The most common approach in Marketing Mix Modeling(MMM) is to use Multiple Linear Regression, which finds a linear relationship between a dependent variable such as sales or revenue, and independent variables including media advertisement channels like TV, Print, and additional variables like trend, seasonality, holidays. One of the questions marketers might have is what effect each media …

linear regression marketing marketing-mix marketing-mix-modeling modeling ridge-regression rpy2