Machine Learning for Strategic Marketing: An Analysis of Methods in the Context of Marketing Mix Modeling

This document explores the application of machine learning methods in the context of marketing mix modeling. The investigation involves a critical evaluation of existing methods, the implementation of practical solutions, and the validation of results using real-world datasets. The primary contributions focus on the effectiveness of libraries in finding a correct model, that is the most important step in the context of what is the actual purpose of marketing mix modeling: tasks like budget optimization and monitoring.