How do you do Marketing Mix Modeling on a dataset when it contains other features in addition to the marketing spend columns? How do you handle those other, non-marketing channel, features?

• Bayesian-Marketing-Mix-Modeling

  1 4 10.0 Python

  The project analyses the impact of different marketing tactics on the sales of items. The problem is a multivariate-modeling problem as there are 3 different tactics of marketing. Since, the impact of marketing medium cannot be negative we will be using Bayesian model for regression.

I found out about MMM yesterday and I'm trying to understand how it works. So far, all the tutorials I have found and gone through make use of this advertising dataset, which contains only 5 columns - a time column, a sales figures column, and 3 marketing channel columns.

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