Thoughts on Exposure Metrics Based Marketing Mix Modeling (MMM)?

• Robyn

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  Robyn is an experimental, AI/ML-powered and open sourced Marketing Mix Modeling (MMM) package from Meta Marketing Science. Our mission is to democratise modeling knowledge, inspire the industry through innovation, reduce human bias in the modeling process & build a strong open source marketing science community. (by facebookexperimental)

  

Here's my first question - are there other approaches that model media spending and media exposure metrics separately? I have noticed that Robyn has included both exposure metrics and media spending and got them transformed via a non-linear model called the Michaelis-Menten function to establish the spend-exposure relationship, as you can find it here. What if we want, or is it possible to keep only media exposure metrics instead of media spending? If yes, what would be the alternative approaches apart from Logarithmic Regression, Ridge Regression, Bayesian approach, etc?

• WorkOS

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