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Data Analytics for Marketing
book

Data Analytics for Marketing

by Guilherme Diaz-Bérrio
May 2024
Beginner to intermediate content levelBeginner to intermediate
452 pages
11h 32m
English
Packt Publishing
Content preview from Data Analytics for Marketing

12

Media Mix Modeling with PyMC Marketing

In the previous chapter, we discussed how to assign credit to marketing channels, understand their value, and optimize our budget. However, a big caveat of the topics discussed in the previous chapter is the availability of granular-level data that shows which ads the user saw and clicked, and where they ended up converting.

This data is only available in digital channels, leaving out activities such as sponsorship or offline marketing, which, by definition, cannot be easily tracked. Adding to this issue, cookies are being slowly deprecated across major vendors, implying that even on digital channels, the availability of granular data is reducing. For example, many advertisers struggled when Apple released ...

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Publisher Resources

ISBN: 9781803241609Supplemental Content