Robyn is an experimental, automated and open-sourced Marketing Mix Modeling (MMM) package from Facebook Marketing Science. It uses various machine learning techniques (Ridge regression, multi-objective evolutionary algorithm for hyperparameter optimisation, gradient-based optimisation for budget allocation etc.) to define media channel efficiency and effectivity, explore adstock rates and saturation curves. It's built for granular datasets with many independent variables and therefore especially suitable for digital and direct response advertisers with rich dataset.
econometrics
hyperparameter-optimization
ridge-regression
evolutionary-algorithm
mmm
marketing-science
marketing-mix-modeling
marketing-mix-modelling
adstocking
cost-response-curve
budget-allocation
gradient-based-optimisation
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Updated
Sep 22, 2022 - R