Can somebody give me references (book/online resource) on using R for Marketing Mix Modelling?
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/
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 .