5 min read
Mixed Integer Programming for MMM Budget Optimization
Learn how Mixed Integer Programming (MIP) with discretized response curves solves marketing budget allocation problems using branch-and-bound methods.
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Marketing Science15 articles
Marketing Science
MMM, Attribution & Media Optimization
1 min read
Part 3 | Hands-On Implementation: Building a Causal MMM from Scratch
A practical tutorial implementing causal marketing mix modeling with DoWhy, including code examples and a complete toy dataset
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16 min read
FeaturedPractical optimizer scenarios in MMM: A step-by-step guide
Walk through real-world MMM optimization scenarios using Mixed Integer Programming. See how to discretize response curves, formulate constraints, and solve practical reallocation problems with actual numbers.
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8 min read
Part 2 | Beyond Attribution: How Causal Inference complements Modern MMM
Exploring structural causal models using DAGs, counterfactual reasoning, and frameworks like DoWhy and PyMC-Marketing
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8 min read
Part 1 | Inside Google Meridian: Causal MMM at scale
How Google's Meridian brings causal inference to marketing mix modeling at global scale
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8 min read
FeaturedMarginal ROI vs ROI: Why efficiency beats revenue
Understanding why modern marketing optimization focuses on efficiency, not volume. Learn how marginal ROI transforms budget allocation and why the slope matters more than the height.
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7 min read
FeaturedDouble Jeopardy in marketing: Why market leaders win twice
Understanding the mathematical law that explains why large brands not only have more buyers but also enjoy higher loyalty—and how it reshapes marketing strategy
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10 min read
FeaturedMichaelis-Menten equations in marketing mix modeling
Discover how the Michaelis-Menten equation models immediate diminishing returns in marketing. Learn when to use it instead of Hill functions and why it's the standard for direct response channels.
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8 min read
FeaturedThe role of the optimizer in MMM
Understanding how MMM optimizers reallocate marketing spend across channels to maximize efficiency. Learn the step-by-step process from response curves to optimal budget allocation.
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5 min read
FeaturedUnderstanding Diminishing Returns: The Five Zones of Marketing Efficiency
Master the economics of marketing spend through the five zones of efficiency, from minimum threshold to market saturation. Learn when to scale, optimize, or reallocate budget for maximum ROI.
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8 min read
Understanding Hill functions in marketing mix modeling
A comprehensive guide to saturation curves and their application in media optimization. Learn why Hill functions can be concave or convex and how they're used in Google Meridian.
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7 min read
S-Curve vs C-Curve Response Models: When to Use Each
Exploring the mathematical foundations and practical applications of different response curves in marketing effectiveness measurement.
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12 min read
Causal Identification, Uplift, and Contribution: The Three Pillars of Marketing Mix Modeling
Understanding the critical distinctions between causal identification, uplift, and contribution—and why conflating them leads to bad marketing decisions
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4 min read
How to roll out a marketing mix model program : A practical implementation guide
A structured breakdown of deploying an MMM solution, covering project initiation, data foundation, modeling, and operationalization based on real-world implementation patterns.
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3 min read
FeaturedInteractive Adstock Calculator: Model Marketing Carryover Effects
Explore geometric adstock decay with our interactive calculator. Model how your marketing spend creates lasting impact through carryover effects.
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