A Bayesian Approach to Media Mix Modeling by Michael Johns & Zhenyu Wang
Speakers: Michael Johns & Zhenyu Wang
This talk describes how we built a Bayesian Media Mix Model of new customer acquisition using PyMC3. We will explain the statistical structure of the model in detail, with special attention to nonlinear functional transformations, discuss some of the technical challenges we tackled when building it in a Bayesian framework, and touch on how we use it in production to guide our marketing strategy.
Part of PyMCon2020.
More details at http://www.pymcon.com
Discourse Discussion
https://discourse.pymc.io/t/a-bayesian-approach-to-media-mix-modeling-by-michael-johns-zhenyu-wang/6024
Видео A Bayesian Approach to Media Mix Modeling by Michael Johns & Zhenyu Wang канала PyMC Developers
This talk describes how we built a Bayesian Media Mix Model of new customer acquisition using PyMC3. We will explain the statistical structure of the model in detail, with special attention to nonlinear functional transformations, discuss some of the technical challenges we tackled when building it in a Bayesian framework, and touch on how we use it in production to guide our marketing strategy.
Part of PyMCon2020.
More details at http://www.pymcon.com
Discourse Discussion
https://discourse.pymc.io/t/a-bayesian-approach-to-media-mix-modeling-by-michael-johns-zhenyu-wang/6024
Видео A Bayesian Approach to Media Mix Modeling by Michael Johns & Zhenyu Wang канала PyMC Developers
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