Some ideas on directions toward which Marketing Mix Modeling Software-as-a-Service Platforms should be developed: So, an MMM SaaS tool should not only observe but it should actively suggest and, if suggested policy is accepted by the human manager, implement it in the ad platforms! I think this step from observations to interventions is necessary to unleash the potential of MMM.
Associate Professor (tenure track) at the University of Vaasa, and Adjunct Professor at the Turku School of Economics. Based in Finland.