Agent skill · marketing growth · aradotso
marketing-mix-modeling-mmm-pipeline
End-to-end Marketing Mix Modeling pipeline with adstock, saturation, OLS regression, and budget optimization
Why this skill is useful
Adds executable scripts for geometric adstock transformation, saturation modeling, and budget optimization that extend the AI's capabilities in marketing analytics.
What it needs
Requires git, python3 installed locally. About 7k tokens when loaded. Last updated 2026-08-05. 8 stars on the source repository.
What this skill does
Marketing Mix Modeling Pipeline Skill Skill by ara.so — Marketing Skills collection. This skill provides expertise in using the Marketing Mix Modeling (MMM) end-to-end pipeline for analyzing marketing channel effectiveness, calculating ROI, and optimizing budget allocation using Python. What This Project Does Marketing Mix Modeling decomposes historical sales/revenue into contributions from each marketing channel (TV, search, social, print, OOH) plus baseline organic demand. This pipeline: Applies geometric adstock transformations to model advertising carryover effects Applies Hill saturation curves to model diminishing returns Fits OLS regression to estimate channel contributions Optimizes budget allocation across channels using scipy Exports results for Power BI dashboard visualization Key insight: Adstock must be applied before saturation because saturation is level-dependent and saturating raw spend would understate carryover effects. Installation Core dependencies: pandas, numpy statsmodels (OLS regression) scipy (optimization) jupyter (notebooks) Project Structure Key Components 1. Geometric Adstock Transformation Models advertising carryover effect where this week's exposure includes decayed impact from previous weeks. 2. Hill Saturation Transformation Models diminishing returns as spend increases. 3. OLS Regression Model Fits revenue decomposition model. 4. Budget Optimization Maximize revenue under fixed total budget constraint. …
How to use it
Reference it in AdaL, Claude Code, Cursor or any coding agent — nothing to install:
@skills aradotso/marketing-mix-modeling-mmm-pipeline