ArturoEsquerra

Arturo Esquerra's repositories

GeoLift

GeoLift is an end-to-end geo-experimental methodology based on Synthetic Control Methods used to measure the true incremental effect (Lift) of ad campaign.

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augsynth

Augmented Synthetic Control Method

Language:RMIT000

Robyn is an experimental, automated and open-sourced Marketing Mix Modeling (MMM) code from Facebook Marketing Science. It uses various machine learning techniques (Ridge regression with cross validation, multi-objective evolutionary algorithm for hyperparameter optimisation, gradient-based optimisation for budget allocation etc.) to define media channel efficiency and effectivity, explore adstock rates and saturation curves. It's built for granular datasets with many independent variables and therefore especially suitable for digital and direct response advertisers with rich dataset.

Language:RMIT000