Which channels drive demand? Where should the next dollar go? What happens if we cut spend on display and shift it to TV?
To answer any of these, the model must isolate how marketing influences sales. And this is where most implementations make a structural mistake.
$$ \text{Revenue}t = f(\text{Marketing}t, \text{Seasonality}t, \text{Controls}t) $$
This seems natural. Revenue is the KPI the business tracks. It's what gets reported to the board.
À propos de l'auteur
Cyril Noirot
Lead Data Scientist
Data scientist freelance. Je conçois et déploie des systèmes de décision — prévision, pricing, marketing measurement, optimisation.