Packaging Up Media Mix Modeling: An Introduction to Robyn’s Open-Source Approach – MSI

Working Paper

Packaging Up Media Mix Modeling: An Introduction to Robyn’s Open-Source Approach

Julian Runge

Facebook, Inc.

Igor Skokan

Gufeng Zhou

Oct 9, 2024

Explores the computational components and design choices that underpin Meta’s free open-source computational package, Robyn, designed to “package up” media and marketing mix models, mitigating common biases in digital advertising measurement and promoting organizational acceptance.

Topics

research recap

Open (Source) This Package to Optimize Your Marketing Mix

Concerns about the use of personally identifiable data have renewed interest in aggregate methods such as media and marketing mix models for resource allocation. Companies lacking the necessary expertise and resources can benefit from user-friendly “packages” such as Meta’s open-source Robyn platform that address potential statistical and managerial biases.

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