CausalMMM: Learning Causal Structure for Marketing Mix Modeling

no code implementations • 24 Jun 2024 • Chang Gong, Di Yao, Lei Zhang, Sheng Chen, Wenbin Li, Yueyang Su, Jingping Bi

We argue that causal MMM needs dynamically discover specific causal structures for different shops and the predictions should comply with the prior known marketing response patterns.

Marketing Variational Inference