Bayesian Structural Time Series in Marketing Mix Modelling

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. However, the media landscape evolves at an increasingly rapid pace, driving the need for more refined models which are able to accurately capture these changes. One class of such models are Bayesian structural time series, which are the focal point in this thesis. This class of models retains the relationship between media investments and sales, while also allowing for model parameters to vary over time. The effectiveness of these models is evaluated with respect to prediction accuracy and certainty, both in and out-of-sample. A total of four different models of varying degrees of complexity were investigated. It was concluded that the in-sample performance was similar across models, yet when it came to out-of-sample performance models with time-varying performance outperformed their static counterparts, with respect to uncertainty. Furthermore, the functional form of the intercept influenced the uncertainty of the forecasts on extended time horizons.