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Learn advanced marketing attribution techniques through a 41-minute technical talk from Wise's expert Becks Simpson, focusing on Bayesian Marketing Mix Models and Marketing Attribution Triangulation. Explore how to leverage multiple data sources, stakeholder insights, and experimental results to calibrate marketing models effectively. Gain both high-level strategic understanding and technical implementation details, including code snippets and practical examples suitable for data scientists and analysts. Master solutions to common measurement challenges such as holiday effects, small channel analysis, trend/seasonality modeling in growth markets, handling insignificant geo-experiment results, and working with limited data. Begin with foundational concepts of Marketing Mix Models and Bayesian methodologies before diving into advanced applications. Originally presented at Data Science Festival Oktoberfest 2024, this advanced-level presentation is ideal for professionals looking to enhance their marketing attribution capabilities or implement sophisticated econometric Bayesian regression models.
