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tidymmm

Tidy tools and extensions for MMM (Media/Marketing Mix Modeling)

Motivation

This package has two main objectives

  1. Extend the tidymodels modeling framework with transformation steps required for MMM
    1. Adstock & Carryover Transformations
    2. Saturation
  2. Provide pre/post modeling tools for MMM projects.
    1. Model Evaluation
    2. Model Tuning
    3. Media/Marketing Optimization
    4. Visualizations

Why Tidymodels and Tidymmm

Tidymmm takes inspiration from

  • A few great projects that have been developed in the recent past (see related work below).

    • Modeling methodology and design from these projects (and research behind them) are used as inspiration, however there is no objective of re-implementing thier exact functionality.

    • The biggest difference is that tidymmm aims to provide modelers with felexible tools (a la tidymodels philosophy) and not lock users into a specific method. The disadvantage is that tidymmm is less automated out the box, but on the other hand has all the flexibility that comes with tidymodels.

  • The Tidymodels infrastructure in the form of packages like parsnip (modeling), recipes (data prepossessing), tune (hyper-parameter optimization), workflows (combining everything together).

    • The aim of tidymmm is to expend and tap into these tools + provide MMM specific tools implemented the tidy-way.