Google’s Marketing Mix Model: Dramatically improved MMM results from Meridian

In my previous video, I introduced Google’s marketing mix model called Meridian which was just publicly released open source this past week.

In that video, I demonstrated how naive usage of prepackaged models can lead to terrible results. In this case, some minor changes led to dramatically improved — even impressive — results by Google Meridian.

Marketing mix models are an important part of a data scientist’s toolkit especially when working with marketing teams of course. However, they are not without controversy. The models can struggle with ad spending endogenously chasing demand and multicolinearity across marketing channels.

Here i simulate data so I know the exact relationships between variables and define the ROI of each channel and test how well the model does

https://www.whatstheimpact.com

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