Marketing Science
16 articles
MIP for Marketing Budget Allocation: A Complete Guide
Learn how Mixed Integer Programming (MIP) with discretized response curves solves marketing budget allocation problems using branch-and-bound methods.
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
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.
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
Google Meridian: How Causal MMM Works at Enterprise Scale
How Google's Meridian brings causal inference to marketing mix modeling at global scale
Marginal 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.
Double 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
Michaelis-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.
MMM Budget Optimization: How to Allocate Marketing Spend
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.
Understanding 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.
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.
S-Curve vs C-Curve: Which Response Model Fits Your Marketing Channel?
Exploring the mathematical foundations and practical applications of different response curves in marketing effectiveness measurement.
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
What is Marketing Mix Modeling? A Complete Guide
A comprehensive introduction to Marketing Mix Modeling (MMM) — what it is, how it works, when to use it, and how it differs from attribution. Written for practitioners and decision-makers.
MMM Implementation Guide: From Data to Production in 5 Phases
A structured breakdown of deploying an MMM solution, covering project initiation, data foundation, modeling, and operationalization based on real-world implementation patterns.
Adstock Calculator: Model Marketing Carryover and Decay Rates
Explore geometric adstock decay with our interactive calculator. Model how your marketing spend creates lasting impact through carryover effects.