Description
Marketing Mix Modeling (MMM) is one of the causal attribution approaches used in advanced attribution to measure media channel effectiveness. Building MMMs requires deep knowledge the data science libraries used in modeling as well as experience in the workflow to build and interpret models for decision making.
M^2’s MMM workbench aims to make it easier for hands-on practitioners with a pre-configured system that is designed for the development of MMMs.
The MMM workbench comes preinstalled with:
- R language tools, Robyn, and related libraries
- R development studio
- Prewritten, working model code with guidance
- Result generation, using the same approach discussed in the masterclass, pre-integrated into the model
- Sharing and collaboration features for multiple users to use the same environments.