A Synthetic Benchmark Dataset with Endogenous Marketing Spend for Validating Marketing Mix Models
Updated
Updated · arxiv.org · Aug 21
A Synthetic Benchmark Dataset with Endogenous Marketing Spend for Validating Marketing Mix Models
1 articles · Updated · arxiv.org · Aug 21
Summary
A new synthetic benchmark dataset for Marketing Mix Models (MMMs) has been released, featuring realistically coordinated marketing spend mechanisms.
The dataset simulates weekly retail sales over three years, with spend driven by factors such as budget feedback, promotional calendars, and algorithmic bidding.
This resource aims to help researchers validate MMMs against known ground truth, addressing challenges in measuring advertising impact using real-world data.