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Questions tagged [marketing]

For on-topic questions about statistics or machine learning used in marketing or market research.

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Salesforce Marketing Cloud big drop of Open Rate in Mass Email sendings [closed]

In Salesforce Marketing Cloud I am trying to send out mass emails to the subscribers and found that the mass emails I sent in the year 2023 have more open rate compared to the mass emails sent in the ...
shreyas's user avatar
0 votes
0 answers
13 views

What are the inputs of marketing mix modeling? [closed]

Given a hypothetical dataset: ...
Katsu's user avatar
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0 answers
11 views

How can I measure paid search/SEM effects on sales with MMM while accounting for funnel effects?

I am reading hello fresh approach on building a Direct and Indirect marketing mix model to avoid funnel effects (details in this link : https://engineering.hellofresh.com/bayesian-media-mix-modeling-...
user412233's user avatar
2 votes
1 answer
16 views

Estimating Marketing Contribution from Opted-In Users

I'm trying to estimate how much marketing contributes to the usage of our product, but because of consent requirements, I can only collect data on a subset of users - the ones who have consented to us ...
Ben's user avatar
  • 21
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0 answers
93 views

Controlling for seasonality in marketing mix modeling

I am estimating a marketing mix model on sales using linear regression. My goal is to estimate the effect of marketing and branding on sales (not forecast the future). I have 4 years worth of monthly ...
user398259's user avatar
0 votes
0 answers
20 views

Should I account for email opens when modeling link clicks embedden in the email?

I'm trying to build a model that predicts whether an email recipient will click on a link inside an email. As input, it takes member-related email click/open/unsubscribe history, as well as that ...
Jake's user avatar
  • 199
0 votes
1 answer
70 views

interpretation of loglog regression

It is common econometric disciplines to model an baseline + incremental quantity due to treatment. E.g baseline sales + incremental sales(due to marketing). It is common to deploy loglog models to ...
pete lewis's user avatar
5 votes
2 answers
428 views

Eye-Tracker - number of fixation metrics: how to handle zero values when performing statistical tests?

I collected data on fixation count metrics (also called number of fixations) via eye-tracker technology on a sample of 120 participants. The fixation count was calculated on certain AOIs (areas of ...
Ric87's user avatar
  • 71
1 vote
1 answer
92 views

Understanding selection bias and endogeneity in marketing

Media mix modelling is concerned with estimating causal impact of marketing investments , a goal which have several challenges. In general, multiple regression models are deployed mapping up total ...
kurt eriksson's user avatar
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0 answers
37 views

How does DoorDash build their marketing attribution forecasting model?

I was reading this blog post about DoorDash's new attribution forecast model that predicts an ad’s final conversion volume after observing only its initial data. I am wondering how they built it. They ...
ibarbo's user avatar
  • 65
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0 answers
15 views

Testing the effect of a customer loyalty initiative

I work for a company with a chain of auto workshops. We are interested in testing the effect of a data gathering initiative on customer loyalty (visits per year) and spend per visit, hoping that the ...
manscher's user avatar
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0 answers
21 views

Calculate marginal CPA in Lift test

I want to measure the marginal Cost Per Accusation (CPA) for a treatment. The experiment is designed as follows: We have two groups: control and treatment For every group we measure cost and number ...
Wesam Adel's user avatar
2 votes
1 answer
93 views

Measuring Advertisement Effect on Sales

I'm currently working on a project focusing on "Measuring the effect of an advertisement on sales of a product." I am seeking advice as I encountered an intricate situation that requires ...
Aniruddha Mitra's user avatar
1 vote
1 answer
136 views

Bootstrap hypothesis test and Power Analysis: should I build my Power Analysis on t-test or Bootstrap, if hp testing is done through Bootstrap?

I'm using the bootstrap percentile method to frequently do hypothesis testing (two-tailed test for independent sample where H0 marketing KPI of group A - marketing metric of group B = 0; H1 is ≠ 0) ...
Edoardo Collini's user avatar
0 votes
0 answers
86 views

How to calculate effect size to to use Power Analysis to get minimum sample size when standard deviation is not available (digital marketing AB test)?

TLDR: I can't find a way to calculate the effect size needed to be inputted to Power Analysis to get the minimum sample size needed to 90% statistical significance as I can't calculate standard ...
Edoardo Collini's user avatar
0 votes
1 answer
55 views

Question about mix marketing modeling (MMM)

I am working on multiple regression in order to realize a marketing mix model. However I have some concerns with the procedure. First, the idea of transforme data in order to incorporate the carryover ...
G2MWF's user avatar
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0 answers
1k views

How do I interpret negative SHAP values for a marketing model?

I am building a marketing model to evaluate marketing channel effectiveness. My inputs are the marketing spend for each channel, and my target variable is sales. I have 3 years of weekly data in ...
jvukovic's user avatar
0 votes
0 answers
31 views

Any other machine learning algorithms besides clustering for Customer Segmentation

I've searched online materials for Customer Segmentation for a while. Most materials are related with K-means or some other clustering algorithms. Are there any other machine learning or statistical ...
Salty Gold Fish's user avatar
1 vote
0 answers
72 views

Validity of modelling different ordinal variables via linear regression

I am attending a course in Marketing. Our latest assignment was to analyze data from a survey regarding dishwashing detergents. The questions we asked respondents were all of an ordinal kind: they had ...
ladislaw94's user avatar
1 vote
0 answers
102 views

Multicollinearity Market mix modeling

I want to know what can be the best approach to handle multicollinearity. I am building a regression model with just 4 independent but all important variables and am not able to control the VIF. ...
Nufa's user avatar
  • 21
0 votes
1 answer
36 views

Trying to find the appropriate statistical method(s) to answer a marketing question — analyzing composition of groups

I’ve got roughly 90k rows of data, where each one represents a customer at my company. One of the columns tells me the channel that brought that customer to my company. I’m looking at the channel mix ...
user366614's user avatar
0 votes
0 answers
39 views

Testing multiple landing pages simultaneously

Let's say we are wanting to test the conversion rate for multiple landing pages. To be safe, we must allocate 50% of our traffic to our current "champion" page. We then have 8 "...
iagainsti's user avatar
1 vote
1 answer
426 views

RFM Customer segmentation - Why Avg monetary value instead of total monetary value?

I am trying to segment our customers based on their purchase data. And I came to know about the RFM technique (Recency, Frequency and Monetary) through these posts here, here etc. Recency - How ...
The Great's user avatar
  • 3,302
0 votes
0 answers
163 views

Uplift modeling with targeted experimental data

I am trying to set up a marketing campaign for cross-selling purposes of a specific product. Since the campaign has already been launched on a subset of customers, based on certain characteristics ...
leorug's user avatar
  • 29
0 votes
1 answer
172 views

Binomial test with Chance level prediction

Thanks for reading. I wanted to ask if my logic I used for my experiment makes any sense. My hypothesis is that watching Pepsi commercial increases Pepsi preference. My experiment has 2 steps. (1) ...
Roas Clack's user avatar
1 vote
1 answer
42 views

Binary classification supervisor definition help

I need help with defining the supervisor for a ML model. Background: I’m predicting if a customer will respond positively to a marketing campaign. The response is a binary variable that I am given at ...
user1537931's user avatar
0 votes
0 answers
87 views

Modern MMM implementations?

I have been working with my company's Marketing Mix Modeling solution for years now. We are looking to update our modeling methodology and are looking at different options. What are the current 'up-to-...
bsg's user avatar
  • 223
0 votes
1 answer
139 views

Need help choosing appropriate algorithm for building a Lookalike audience

Newly practicing data scientist here! I am currently stumped on a project and reaching out for some guidance: I am working with the marketing team in our customer database. There is a small subset of ...
Cell42's user avatar
  • 1
1 vote
1 answer
60 views

Is this a statistical test ? what is the experimental unit? and how to treat dependency between observations?

I'm trying to understand which statistical test to use and what is my experimental unit? The problem: We have a budget algorithm that moves the budget between 10 different ad campaigns and tries to ...
WalkingParadox's user avatar
2 votes
0 answers
800 views

How to derive sales contribution in a log-log regression media mix model?

I am working on a media mix model to determine how different media channels impact sales. Since there is a non-linear relationship between sales and media spend, I needed to apply a log transformation ...
daisynorthwest's user avatar
1 vote
0 answers
109 views

How to create bayesian test for ROI/ROAS metric

I am interested in using A/B Bayesian testing to compare ROAS for marketing scenarios. I've seen references dealing with cases such as: Using a beta distribution prior to model a binomial-distributed ...
Victor Feitosa's user avatar
1 vote
1 answer
105 views

Calculating Average Days Between Customer Orders - Exponential Distribution?

I have detailed sales data including customer number, SKU, product line, and order date. For marketing purposes, I would like to know the average days between orders both on a per-customer, per ...
cisenb's user avatar
  • 13
0 votes
0 answers
43 views

Marketing ROI: Modelling media budget impact on first choice, relevant set (over time)

I want to analyze a dataset with longitudinal data collected over three years. Each month n = 200 randomized people (edit: new sample each month) are asked a small set of evaluative questions (brand ...
George's user avatar
  • 1
1 vote
0 answers
36 views

Appropriate statistical procedures to compare sales based on Internet search keys

This is my first question ever on Stats StackExchange and I am hoping to get some guidance from the community. I have graduated with a BSc in Statistics, so I am familiar with the fundamentals of ...
NooN's user avatar
  • 11
0 votes
1 answer
21 views

Is there any meaning to using several validation metrics in cross validation for logit models?

My question might be a bit dumb since I'm relatively new to analysises using k-fold CV, but here goes: I want to compare two logit models using k-fold CV, and then compare with another model type on a ...
Aite97's user avatar
  • 31
0 votes
0 answers
113 views

Influence of TV spots on the number of visits to the website (time series problem)

I have hourly data regarding the number of visits to the website. A single record consists of date, time(0-23) and number of visits. In a separate table I have data about the display of advertising ...
TigerJ's user avatar
  • 1
2 votes
2 answers
589 views

BTYD R package. Why dropping the first puchase in the BG/NBD model?

I am using the BTYD package on R to estimate the probability of a customer churning after my calibration period. At the moment, I have been following the walkthrough provided on the web which you ...
Darko MACORITTO's user avatar
1 vote
2 answers
196 views

Email marketing campaign test design

We are designing an email campaign with multiple email touch points. And we are trying to understand the incremental value of each additional touch point. Our experimental design will be that the ...
Sara H's user avatar
  • 13
1 vote
2 answers
746 views

Why do Pareto/NBD models require custom likelihood functions in PyMC3 and Stan?

I'm interested in Bayesian modeling of customer lifetime value (CLV), preferably via PyMC3. I've found that research in this area started mid-to-late 1900's and has remained active since. It would ...
jbuddy_13's user avatar
  • 3,268
3 votes
1 answer
64 views

How do i calculate if the difference between two advertisement campaigns is significant?

My brother has asked me if I can evaluate if his advertisement campaigns yield significantly different results. It was a couple of years ago I dealt with these kinds of problems, so would appreciate ...
Magnus's user avatar
  • 671
0 votes
0 answers
28 views

Modelling members who will switch to a new to product when it's launched

I have been asked to build a model that will help estimate how many insurance plan members will move from an existing product to the new product over time. The details of the project have yet to be ...
TheGoat's user avatar
  • 639
1 vote
0 answers
48 views

How can I attribute how much sales volume came from each medium in a log-log market mix model?

So I started off with this regression equation: $$ sales = \beta_{d}*{(ds_{t} + (ar_{d} * ds_{t-1})})^a_{d} + \beta_{tv}*{(tv_{t} + (ar_{tv} * tv_{t-1})})^a_{tv} + \beta_0 $$ Where $ds$ is the amount ...
maishm's user avatar
  • 11
5 votes
1 answer
878 views

Poisson regression for market media modeling?

I put together a related question linked for added context; it generally overviews a model proposed by Google in 2017 for (Marketing) Media Mix Modelling (MMM.) The model updates the pretense of MMM ...
jbuddy_13's user avatar
  • 3,268
9 votes
1 answer
2k views

PyMC3 implementation of Bayesian MMM: poor posterior inference

Google released a whitepaper on Media Mix Modelling (MMM) in 2017; vanilla MMM (established in the 1960s) uses multivariate regression. It's a decent mechanism to understand which of your marketing ...
jbuddy_13's user avatar
  • 3,268
0 votes
0 answers
21 views

How to compare and evaluate different business concepts?

Don't ask me how exactly I came up with this question but I wonder about the following: Assume you want to compare different offers in how requested (and/or how profitable) they are. In addition, due ...
Ben's user avatar
  • 3,473
1 vote
1 answer
533 views

How can I improve the CLV accuracy from lifetimes model?

Not sure whether this should be asked in StackOverflow or here, but I believe this question is most about statistics, so I'll try it here. So I was modelling the Customer Lifetime Value using ...
dummyds's user avatar
  • 41
2 votes
1 answer
90 views

Bayesian Multiple Item Response Models?

I am trying to extend the ideas of item response theory to multiple responses. Consider a marketing survey, which asks customers, "what's the deciding factor in whether or not you purchase ...
jbuddy_13's user avatar
  • 3,268
0 votes
1 answer
698 views

Market Mix Modeling using Random Forest

I am trying to build a random forest-based market mix model, wherein I want to calculate the contribution of each of my X variables towards the target. Typical MMM problem statement, but here am not ...
Siddharth Dixit's user avatar
0 votes
1 answer
250 views

Bayes theorem in advertising [closed]

I am new to Bayes theorem, and was wondering if anyone can guide me through this question. An advertising agency want to analyze the advertisements for a product. They want to target people from all ...
Jospeh's user avatar
  • 17
2 votes
1 answer
940 views

Design of experiments and building a logistic-regression-like model

Consider a population characterized in terms of a small number of categorical features (age category, income bracket, gender, level of education, etc.). I am interested in how these features affect ...
arni's user avatar
  • 297