Marketing Science

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.

Analytics TeamMay 15, 20258 min read

Analytics Team

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

Marketing Science

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.

Sep 95 min

Marketing Science

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

Aug 281 min

Marketing Science

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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Analytics Team

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