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Reviewing Marketing Mix Model - concerned about a few issues...
May 20, 2022, 10:42 a.m. | /u/SuperSodori
Data Science www.reddit.com
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I am reviewing a marketing mix model done by someone before I started the job.
They have a model which has been claimed to give an accurate attribution across different medial channels and other variables. It gives a pretty good result (R2 = 0.95), I admit.
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But I was concerned by the way the long-term effect of advertising has been worked into the model.
The current model uses the sum of brand investment with a 95% …
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