most citedCausalMMM: Learning Causal Structure for Marketing Mix Modeling

9 citations · 9 across the 1 of their papers we have counts for

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cs.AI2024★ 9 cited

CausalMMM: Learning Causal Structure for Marketing Mix Modeling

Chang Gong, Di Yao, Lei Zhang +4

In online advertising, marketing mix modeling (MMM) is employed to predict the gross merchandise volume (GMV) of brand shops and help decision-makers to adjust the budget allocatio…