RapidMMM: Richer, faster and affordable marketing mix models

Patralekha Bhattachary and Krishna Mehta

This paper argues that the time and costs involved in building a marketing mix model implies that model rebuild is an infrequent phenomenon and often the performance of these models deteriorate significantly - before they are evaluated and improved.

RapidMMM: Richer, faster and affordable marketing mix models

Patralekha Bhattachary and Krishna MehtaJigyasa Analytics

Abstract:

Marketers have always struggled to accurately measure the impact of their advertising campaigns on Sales. This task has become more challenging today because of the numerous types of different marketing activities that are available to the media planner. This coupled with limited and sometimes incomplete data makes estimating marketing impacts a lengthy and expensive process. The time and costs involved in building a marketing mix model implies that model rebuild is an infrequent phenomenon and often the performance of these models deteriorate significantly before...

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