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annalectnl's Projects

bayesian-mmm icon bayesian-mmm

In this paper we researched the accuracy, usability and utilisation of prior knowledge in Bayesian time series for Marketing Mix Modeling.

ml-in-mmm icon ml-in-mmm

In this paper we researched the accuracy and usability of machine learning models for MMM analyses.

mta-calibration-through-conversion-lift icon mta-calibration-through-conversion-lift

In this research paper, we used Google and Facebook conversion lift studies to calibrate our Multi-Touch Attribution results from Google Ads Data Hub (ADH). We assessed the feasibility of these conversion lift calibrations and the impact of using conversion lift results in the calibration adjustment.

weibull-adstock icon weibull-adstock

Modeling adstock in media mix modeling using Weibull transformations.

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