Application of Robyn Marketing Mix Modelling to predict media effect decompositions and saturations to optimize budget allocation strategy: FMCG Meal-kit case study

Additional Metadata
Keywords	diminishing return, Marketing mix modeling, machine learning, paid advertisement, Optimal budget allocation
Thesis Advisor	Roos, J.M.T., Gabel, Sebastian
Persistent URL	hdl.handle.net/2105/71041
Series	Business Analytics & Management
Organisation	Rotterdam School of Management
Citation APA APA Style APA-ALL Style AAA Style Cell Style Chicago Style Harvard Style IEEE Style MLA Style Nature Style Vancouver Style American-Institute-of-Physics Style Council-of-Science-Editors Style BibTex Format Endnote Format RIS Format CSL Format DOIs only Format	Yamazaki, Risa. (2024). Application of Robyn Marketing Mix Modelling to predict media effect decompositions and saturations to optimize budget allocation strategy: FMCG Meal-kit case study. In Business Analytics & Management.http://hdl.handle.net/2105/71041

Publication