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.

Analytics TeamAugust 21, 202516 min read

Analytics Team

Analytics consultant specializing in marketing science, forecasting, and strategic data solutions.

Marketing Science

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.

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

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

Aug 208 min

Analytics Team

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MIP for Marketing Budget Allocation: A Complete Guide

Part 3 | Hands-On Implementation: Building a Causal MMM from Scratch

Part 2 | Beyond Attribution: How Causal Inference complements Modern MMM