R mmm Projects
Robyn is an experimental, automated and open-sourced Marketing Mix Modeling (MMM) package from Facebook Marketing Science. It uses various machine learning techniques (Ridge regression with cross validation, multi-objective evolutionary algorithm for hyperparameter optimisation, gradient-based optimisation for budget allocation etc.) to define media channel efficiency and effectivity, explore adstock rates and saturation curves. It's built for granular datasets with many independent variables anProject mention: What are some applications of Data Science in Digital Marketing? | reddit.com/r/datascience | 2021-04-08
Some other marketing topics to be aware of: forecasting - Prophet is an interesting library for this, you'll definitely need some domain knowledge to fit the forecast, it really shouldn't be used to just fit and go otherwise you'll probably end up with some bad results, Media Mix Modeling - FB-Robyn is a library with quite a bit of potential, Multi-Touch Attribution - MTA is a decent python library for this, but you'll have pretty significant data requirements to actually have accurate results, these approaches tend to be pretty susceptible to survivorship/selection bias, survival analysis - Lifelines is a pretty good python package for this, this sort of analysis is useful for determining churn likelihood or time until next purchase.
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