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#63 Media Mix Models & Bayes for Marketing, with Luciano Paz

Learning Bayesian Statistics

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The Efficiency of the Channels Changes Through Seasons and Linear Trends

Marketers wanted to see how the efficiency of the channel was being modulated through seasons, and maybe there's some linear trend to this. So they developed away, using different kernels, to incorporate this sort of piecewise linear season piecewise linear trends and seasonality effects that the marketing team wanted to see. And so essentially we allowed eve channel to have its own sort of channel efficiency, but they should all contract to some global average across channels. This sort of concertated pattern allowed the channels to show what was being seen in the liftes,. whic was that channel efficiency changed for a time, and also captured seasonality patterns that you saw in conversions.

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