Essays about: "Media mix modelling"

Found 3 essays containing the words Media mix modelling.

1. 1. Bayesian Structural Time Series in Marketing Mix Modelling

   University essay from KTH/Matematik (Avd.)

   Author : Jessika Karlsson; [2022]
   Keywords : Marketing mix modelling; Bayesian structural time series; variational inference; local linear trend; semi-local linear trend; Marketing mix modellering; Bayesianska strukturella tidsseriemodeller; variationell inferens; lokal-linjär trend; semi-lokal linjär trend;

   Abstract : Marketing Mix Modelling has been used since the 1950s, leveraging statistical inference to attribute media investments to sales. Typically, regression models have been used to model the relationship between the two. READ MORE

3. 2. Marketing Mix Modelling: A comparative study of statistical models

   University essay from Linköpings universitet/Institutionen för datavetenskap

   Author : Richard Wigren; Filip Cornell; [2019]
   Keywords : Marketing mix modelling; Media mix modelling; Model evaluation; Time series regression; XGBoost; Bayesian structural time series; Bayesian hierarchical models;

   Abstract : Deciding the optimal media advertisement spending is a complex issue that many companies today are facing. With the rise of new ways to market products, the choices can appear infinite. One methodical way to do this is to use Marketing Mix Modelling (MMM), in which statistical modelling is used to attribute sales to media spendings. READ MORE

4. 3. Marketing Mix Modelling from the multiple regression perspective

   University essay from KTH/Matematisk statistik

   Author : Ecaterina Mhitarean; [2017]
   Keywords : ;

   Abstract : The optimal allocation of the marketing budget has become a difficult issue that each company is facing. With the appearance of new marketing techniques, such as online advertising and social media advertising, the complexity of data has increased, making this problem even more challenging. READ MORE