The data set can be downloaded from https://github.com/sibylhe/mmm_stan/blob/main/data.csv.
Four years' (209 weeks) records of sales, media impression and media spending at weekly level.
- Media Variables
Media Impression (prefix='mdip_'): impressions of 13 media channels: direct mail, insert, newspaper, digital audio, radio, TV, digital video, social media, online display, email, SMS, affiliates, SEM. Media Spending (prefix='mdsp_'): spending of media channels.
- Control Variables
Macro Economy (prefix='me_'): CPI, gas price. Markdown (prefix='mrkdn_'): markdown/discount. Store Count ('st_ct') Retail Holidays (prefix='hldy_'): one-hot encoded. Seasonality (prefix='seas_'): month, with Nov and Dec further broken into to weeks. One-hot encoded. This repo is a simplified solution of Python/STAN Implementation of Multiplicative Marketing Mix Model https://github.com/sibylhe/mmm_stan/tree/main.
EDA, model setup and curve interpretation are included. Details can be found in main.ipynb file.