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Quantifying Marketing Performance at Channel-Partner Level by Using Marketing Mix Modeling (MMM) and Shapley Value Regression
Feb. 27, 2024, 5:44 a.m. | Sean Tang, Sriya Musunuru, Baoshi Zong, Brooks Thornton
cs.LG updates on arXiv.org arxiv.org
Abstract: This paper explores the application of Shapley Value Regression in dissecting marketing performance at channel-partner level, complementing channel-level Marketing Mix Modeling (MMM). Utilizing real-world data from the financial services industry, we demonstrate the practicality of Shapley Value Regression in evaluating individual partner contributions. Although structured in-field testing along with cooperative game theory is most accurate, it can often be highly complex and expensive to conduct. Shapley Value Regression is thus a more feasible approach to …
abstract application arxiv cs.lg data financial financial services financial services industry industry marketing modeling paper partner performance regression services type value world
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