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

Cyril NoirotMarch 7, 202512 min read

Cyril Noirot

Analytics consultant specializing in marketing science, forecasting, and strategic data solutions. Passionate about bridging the gap between advanced analytics and business impact.

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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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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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Practical 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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