Awesome Marketing Science Guide

Skill by ara.so — Marketing Skills collection.

This skill provides guidance on the Awesome Marketing Science resource collection — a curated list of open-source libraries, papers, and methodologies for marketing measurement, including Media Mix Models (MMM), geo incrementality testing, multi-touch attribution (MTA), causal inference, and Bayesian approaches.

Overview

Awesome Marketing Science is a comprehensive resource hub covering:

• Media Mix Modeling (MMM): Measure channel-level ROI and optimize budget allocation
• Geo Experimentation: Test incrementality through matched markets and geo lift
• Attribution: Multi-touch and algorithmic attribution models
• Causal Inference: Difference-in-differences, synthetic control, uplift modeling
• A/B Testing & Experimentation: Online controlled experiments and variance reduction
• Ghost Ads & Platform Incrementality: Measure true ad effectiveness

Repository Structure