Hajime Takeda - Media Mix Modeling:How to Measure the Effectiveness of Advertising

[@hajimetakeda9378]

0:17 Agenda
1:01 About Me
2:14 Expected takeaway
2:36 What is MMM
4:44 Key Challenges in Media Optimization
6:33 Three Important Challenges
7:39 Steps to do MMM
8:00 Data Preparation
11:39 Modeling
14:30 Shape effect is modeled by Hill Function
15:10 Carry over effect is modeled by Adstock
16:17 Model Proposed by Google Researchers Jin et al
17:16 Demo with LightweightMMM
18:45 LightweightMMM Flowchart
19:13 Demo
25:21 Outcome
26:43 Summary
27:16 Improve Model's accuracy
28:54 Conclusion

[@nicorubino5636]

Thanks Hajime for sharing this video!

[@leonardopoveromo8611]

Thank you for this in-depth explanation of the MMM

[@renanpereira5487]

Great class! Thanks, Takeda-san.

[@andreagalloni92]

Thanks for re-uploading!

[@mrchesitostar7652]

Hi Bro this Is amazing appreciate it