Marketing Mix Modeling Pipeline Skill

Skill by ara.so — Marketing Skills collection.

This skill provides expertise in using the Marketing Mix Modeling (MMM) end-to-end pipeline for analyzing marketing channel effectiveness, calculating ROI, and optimizing budget allocation using Python.

What This Project Does

Marketing Mix Modeling decomposes historical sales/revenue into contributions from each marketing channel (TV, search, social, print, OOH) plus baseline organic demand. This pipeline:

• Applies geometric adstock transformations to model advertising carryover effects
• Applies Hill saturation curves to model diminishing returns
• Fits OLS regression to estimate channel contributions
• Optimizes budget allocation across channels using scipy
• Exports results for Power BI dashboard visualization

Key insight: Adstock must be applied before saturation because saturation is level-dependent and saturating raw spend would understate carryover effects.

Installation