Choosing between the three model types - carryover/adstock/hill-adstock

google / lightweight_mmm

LightweightMMM 🦇 is a lightweight Bayesian Marketing Mix Modeling (MMM) library that allows users to easily train MMMs and obtain channel attribution information.

https://lightweight-mmm.readthedocs.io/en/latest/index.html

Apache License 2.0

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Choosing between the three model types - carryover/adstock/hill-adstock #326

Open rajat-barve opened 2 months ago

rajat-barve commented 2 months ago

Curious to know how users decided between the 3 variants! Often times the results are very different from the 3 models even when fitting on the same dataset. Thanks!

8-u8 commented 1 month ago

@rajat-barve I hope this article will help you. In my experience, it should have discussion with stakeholders which model result is convincible in their business.