End-to-End Bayesian Marketing Mix Modeling with Google Meridian: Media Measurement, ROI Analysis, and Budget Optimization
In this tutorial, we build a complete Bayesian marketing mix modeling workflow using Google Meridian. We begin by installing the required libraries, verifying GPU availability, and exploring a geo-level marketing dataset that includes media impressions, spend, controls, promotions, conversions, population, and revenue. We then map the raw columns to Meridian’s data schema, define interpretable ROI-based…