Business Problem:
Non existence of easily explainable, presentable and robust marketing mix models.
The existing models are either very complex and a black box to the key stakeholders or they are not robust enough to explain all possible economic and non-econmic factors responsbile for the success/non-success of marketing projects.
Aims of the project:
a) Develop a marketing mix modelling prototype project that can be scaled for different scenarios.
b) Present the key findings in a simple and engaging manner to non- technical people.
c) Take into account adstock scenarios and aim to develop modular structure, keeping in mind future scaling.
Key Deliverables:
a) A modular script structure in python that creates a basic marketing mix model.
b) Use dash to create a simple way to interact with the charts and key model outputs.
The dash web app is hosted on render and can be visited by clicking on this link below: