Episode 4
Data Exploration
Episode 8
Prediction
Episode 1
Intro to MMM
Episode 2
MMM Workflow
Episode 3
Data Required in MMM
Episode 5
Data Processing
Episode 6
Modeling
Episode 7
Optimization
Episode 5: Data Processing
A robust model should make sense both statistically and commercially. Raw variables need to be transformed to reflect the true consumer behavior.
Discover the most popular processors in Marketing Mix Modeling including AdStock and learn about calendar variables, processed variables, and chain processing.
Episode 5 outline:
1) Introduction to Data Processing
2) Calendar Variables
3) Processed Variables
4) Chain Processing