Jun 24, 2024 · Artificial Intelligence

CausalMMM: Learning Causal Structure for Marketing Mix Modeling

The paper introduces CausalMMM, a variational inference framework that integrates Granger causality and graph neural networks to automatically discover heterogeneous causal structures in marketing mix modeling, enabling more accurate GMV prediction and actionable insights for diverse advertisers.

AdvertisingGMV predictionGraph Neural Network

0 likes · 15 min read

CausalMMM: Learning Causal Structure for Marketing Mix Modeling

Alimama Tech

Jun 21, 2024 · Artificial Intelligence

CausalMMM: Learning Causal Structure for Marketing Mix Modeling

CausalMMM introduces an encoder‑decoder framework that automatically discovers heterogeneous, interpretable causal graphs among advertising channels while modeling temporal decay and saturation, using Granger‑based variational inference, and achieves over 5.7% improvement in causal structure learning and significant GMV prediction gains on Alibaba’s data.

Variational Inferencemarketing mix modelingtime series forecasting

0 likes · 16 min read