Marketing Mix Modeling Pipeline

Skill by ara.so — Marketing Skills collection.

This project provides an end-to-end Marketing Mix Modeling (MMM) pipeline in Python. It transforms raw weekly marketing spend into channel-level revenue contributions using adstock (carryover) and saturation (diminishing returns) transformations, fits an OLS regression, and optimizes budget allocation to maximize revenue.

What It Does

• Adstock transformation: models the carryover effect of advertising (geometric decay)
• Hill saturation: models diminishing returns as spend increases
• OLS regression: decomposes revenue into channel contributions + baseline
• Budget optimization: reallocates spend across channels to maximize predicted revenue
• Privacy-safe: uses aggregate historical data, no user-level tracking

Installation