Marketing Mix Modeling End-to-End Pipeline

Skill by ara.so — Marketing Skills collection.

This project provides a complete Marketing Mix Modeling (MMM) pipeline in Python that transforms raw marketing spend data into actionable channel insights and optimized budget allocations. It includes geometric adstock transformation, Hill saturation curves, OLS regression modeling, and constrained budget optimization.

Installation

# Clone the repository
git clone https://github.com/francescaetnom-wq/Marketing-Mix-Modeling-End-to-End-Pipeline.git
cd Marketing-Mix-Modeling-End-to-End-Pipeline

# Create virtual environment
python3 -m venv venv
source venv/bin/activate  # On Windows: venv\Scripts\activate