Using R to Build a Simple Marketing Mix Model (MMM) and Make Predictions

We review the difference between marketing mix modelling (MMM) vs multi-touch attribution (MTA) and then we go on to build a simple MMM model in R

TLDR

In a previous article, we discussed how to clean and prep messy marketing data using R prior to analysis or modelling. Here, we’ll dive into marketing mix modelling. Specifically, we will look at:

• An overview of marketing mix modelling
• The difference between marketing mix modelling vs multi-touch …

data science deep-dives marketing marketing-mix-modeling predictions