Timothy McDonough


This disclosure provides a method including analyzing outputs from a digital attribution system, determining potential input factor attributes that are highly correlated to output dependent variables, and generating a specification for an econometric marketing mix model, the specification including the input factor attributes thus determined. The result is a marketing mix model specification that is more accurate for backcasting and forecasting than what prior approaches can produce. In some implementations, the method may be implemented using a system comprising a processor and/or one or more computer-readable storage media that stores instructions executable by the processor to perform the operations described herein.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.