media-mix-modeling

# Media Mix Modeling Skill ## Overview The Media Mix Modeling Skill provides advanced econometric modeling capabilities for measuring marketing effectiveness and optimizing budget allocation. This skill enables marketing mix model development, channel contribution analysis, saturation curve modeling, and scenario planning using statistical techniques and machine learning approaches including Google Lightweight MMM and custom Python/R implementations. ## Capabilities ### Marketing Mix Model Development - Bayesian model specification - Frequentist regression modeling - Time series decomposition - Variable selection and feature engineering - Model training and validation - Holdout testing and backtesting - Model diagnostics and validation - Documentation and reproducibility ### Channel Contribution Analysis - Base vs. incremental decomposition - Channel-level contribution calculation - Marginal contribution analysis - Diminishing returns identification - Channel interaction effects - Year-over-year contribution comparison - Share of contribution trending - Contribution waterfall visualization ### Saturation Curve Modeling - Diminishing returns function fitting - Hill function parameterization - S-curve response modeling - Optimal spend level identification - Saturation point calculation - Response curve visualization - Per-channel curve comparison - Confidence interval estimation ### Adstock/Carryover Effects - Adstock decay estimation - Carryover rate calculation - Geome...