Bringing MMM to 21st Century with Machine Learning and Automation?
DataRobot Blog
APRIL 4, 2022
Historically, this analysis was applied to traditional offline media channels: TV, radio, print (magazines, newspaper), out-of-home (billboards and posters), etc. The three main ingredients are: Sales data (usually weekly): product quantity, value, selling distribution, promotional activity (discounts, multi-buys, etc.)
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