(Coming Soon) Unlocking Marketing ROI with Bayesian Media Mix Modelling: A Modern Approach to Data-Driven Decision Making

Abstract

In a rapidly evolving marketing landscape, traditional attribution and media mix methods are struggling to keep pace with the complexity of multi-channel consumer journeys and the rise of privacy-first ecosystems.

Bayesian Media Mix Modelling (Bayesian MMM) represents a cutting-edge statistical framework that allows businesses to quantify marketing effectiveness across channels while incorporating uncertainty, prior knowledge, and domain expertise. This whitepaper examines the advantage and implementation framework for Bayesian MMM along with a few industry use-cases.