Welcome to the Blog of Gabriel Mohanna. I am an Analytics Artist with over 10 years of experience in managing teams and developing automated quantitative machine learning capabilities in SAS, R & Python. My areas of expertise are in Marketing Mix Modeling & Optimization, Digital Analytics and Big Data. I write code myself as well as…
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Gabriel Mohanna's Blog | Analytics Artist | analyticsartist.wordpress.com Reviews
https://analyticsartist.wordpress.com
Welcome to the Blog of Gabriel Mohanna. I am an Analytics Artist with over 10 years of experience in managing teams and developing automated quantitative machine learning capabilities in SAS, R & Python. My areas of expertise are in Marketing Mix Modeling & Optimization, Digital Analytics and Big Data. I write code myself as well as…
analyticsartist.wordpress.com
Blog | Gabriel Mohanna's Blog | Analytics Artist
https://analyticsartist.wordpress.com/blog
Gabriel Mohanna's Blog. Advertising Diminishing Returns & Saturation. In this post we take the basic model developed in Marketing Mix Modeling Explained – with R. And add the non-linear effect of advertising. I distinguish between advertising and advertising returns. I call the later sales for ease of readability. Advertising non-linearity beyond the adstock/carry-over. The power function has a the nice property that when β. 1 the function becomes linear. β. Reaches . This could be unreasonable for t...
Marketing Mix Modeling Explained – With R | Gabriel Mohanna's Blog
https://analyticsartist.wordpress.com/2014/08/17/marketing-mix-modeling-explained-with-r
Gabriel Mohanna's Blog. Marketing Mix Modeling Explained – With R. Let’s assume there is only one advertising variable that affects sales. This simple model is usually defined as:. Sales = Base b. A sample R code can be:. This model has an R. Of 0184 so there is much work to be done. Complexity 1: The Adstock Case. The model above assumes that advertising in week. Which I covered in a previous blog post. Our model now becomes:. Sales = Base b. Where f() is a the adstock transformation function for the Ad...
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Gabriel Mohanna's Blog | Analytics Artist
Gabriel Mohanna's Blog. Welcome to the Blog of Gabriel Mohanna. I am an Analytics Artist with over 10 years of experience in managing teams and developing automated quantitative machine learning capabilities in SAS, R and Python. My areas of expertise are in Marketing Mix Modeling and Optimization, Digital Analytics and Big Data. I write code myself as well as manage others may it be as direct reports or as a project manager. You can get in touch with me through my contact page. The Twenty Twelve Theme.
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