Free tools have lowered the cost of marketing mix modeling, but data quality and human expertise remain the biggest barriers ...

Open-source tools have made MMM more accessible, but reliable results still depend on clean data, thoughtful modeling, and ...

In light of recent global shocks and rising external volatility, there is a growing need to effectively monitor short-term economic fluctuations, especially in countries with limited access to ...

Large Language Models (LLMs) are the world’s best mimics, but when it comes to the cold, hard logic of updating beliefs based on new evidence, they are surprisingly stubborn. A team of researchers ...

Utilise information from industry experience or previous media mix models using Bayesian priors. Report on both parameter and model uncertainty and propagate it to your budget optimisation. Construct ...

Hosted by Monash Business School, Department of Econometrics and Business Statistics in partnership with Melbourne Business School, The University of Melbourne this annual workshop, presented by both ...

Bayesian Network (BN) [15] is a probabilistic graphical model that represents a set of random variables and their conditional probabilities via a directed acyclic graph (DAG). In these graphical ...

Google's open-source Meridian helps marketers build better models, understand lift by channel and finally bring sanity to their measurement strategies. Necessity is often called the mother of ...