It is our objective to use the framework of Bayesian networks, plus the features of the BayesiaLab software package, to create sound marketing mix models that can be implemented by many and interpreted by all. More specifically, we will focus on how to optimize marketing mix models with BayesiaLab’s algorithms and to derive policy recommendations for decision makers.
Please note that this paper is currently a working draft. Any questions or comments are welcome. Feel free to contact the corresponding author, Stefan Conrady, at email@example.com.