Slava KisilevichinTowards Data ScienceUnderstanding Bayesian Marketing Mix Modeling: A Deep Dive into Prior SpecificationsExploring model specification with Google’s LightweightMMM8 min read·Jun 24, 2023----
Slava KisilevichinTowards Data ScienceExploring Different Approaches to Generate Response Curves in Marketing Mix ModelingComparing Saturation Function and Partial Dependence for Response Curve Generation6 min read·Jun 14, 2023--2--2
Slava KisilevichinTowards Data SciencePractical Approaches to Optimizing Budget in Marketing Mix ModelingHow to optimize the media mix using saturation curves and statistical models9 min read·Feb 28, 2023--2--2
Slava KisilevichinTowards Data ScienceMetrics for uncertainty evaluation in regression problemsHow to evaluate uncertainty with Validity, Sharpness, Negative Log-Likelihood, and Continuous Ranked Probability Score (CRPS) metrics10 min read·Aug 12, 2022--3--3
Slava KisilevichinTowards Data ScienceModeling Marketing Mix Using Smoothing SplinesCapturing non-linear advertising saturation and diminishing returns without explicitly transforming media variables10 min read·Jul 15, 2022--1--1
Slava KisilevichinTowards Data ScienceModeling Marketing Mix with Constrained CoefficientsHow to fit a SciPy Linear Regression and call R Ridge Regression from Python using RPy2 Interface10 min read·Jun 22, 2022--3--3
Slava KisilevichinTowards Data ScienceImproving Marketing Mix Modeling Using Machine Learning ApproachesBuilding MMM models using tree-based ensembles and explaining media channel performance using SHAP (Shapley Additive Explanations)11 min read·Jun 8, 2022--9--9
Slava KisilevichinTowards Data ScienceLearning product similarity in e-commerce using a supervised approachA practical solution to finding similar products using deep learning. A product-centric approach.11 min read·Apr 27, 2022--3--3
Slava KisilevichinTowards Data ScienceModeling Marketing Mix using PyMC3Experimenting with priors, data normalization, and comparing Bayesian modeling with Robyn, Facebook’s open-source MMM package16 min read·Feb 23, 2022--5--5