Ep. 4 - Marketing Mix Modeling: How to Transform media with Diminishing Returns and Adstock on Excel

A robust model should make sense both statistically and commercially.

Raw variables need to be transformed to reflect true consumer behavior.

Check out the most popular transformations in Marketing Mix Modeling (MMM), such as Diminishing Returns and AdStock.

Diminishing returns measure the saturation point of each channel

Adstock effect measure what's the advertising investment's impact over time

If you apply these transformations using Excel and you'll create a more accurate model business wise and statistically

Video structure:

0:00 Intro
1:45 AdStock & Diminishing Returns Formula
3:45 Transforming in Diminishing Returns & AdStock
6:55 Model hyperparameters optimization
11:00 Generate predictions and test accuracy
12:00 Show Model's accuracy graphically
14:00 Error analysis
15:50 End Notes


TEMPLATE: https://bit.ly/excelmmm

If you want to reach out:
Marketing Mix Modeling Service: https://bit.ly/3vcopZA
Linkedin: https://bit.ly/3p9rkON