I'm Head of Data and Product Insight at LexisNexis.
"Half the money I spend on advertising is wasted; the trouble is I don't know which half." (J.Wanamaker, 19th-century retailer)
Optimizing marketing spend is still difficult, but this talk introduces a modern marketing analysis: Media Mix Modelling (MMM).
We will combine the strength of Julia with Bayesian decision-making to optimize marketing spend for a hypothetical business.
Find more details in the associated GitHub Repo