Can somebody give me references (book/online resource) on using R for Marketing Mix Modelling?
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3$\begingroup$ this question was asked on SO. Coincidentally, the book referenced there is still applicable here. $\endgroup$– ChaseCommented Apr 21, 2011 at 18:51
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1$\begingroup$ Thanks Chase! I post it the same ques here expecting somebody gives me some more resources. I got one (Bayesian) & that book is good. $\endgroup$– BetaCommented Apr 21, 2011 at 20:57
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Marketing Mix Modelling is regression analysis with two differences. Variables are transformed to incorporate the memory effect of advertising, i.e. adstock effect, as well as diminishing returns of advertising.
I have created a simple tutorial on how to do Marketing Mix Modelling "MMM" in R: https://analyticsartist.wordpress.com/2014/08/17/marketing-mix-modeling-explained-with-r/
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Regarding the R part, which was not cited at commentaries above:
bayesm R package, published nearly one year after this question was posted.
Title: Bayesian Inference for Marketing/Micro-econometrics.
Author: Peter Rossi .