Optimization of Advertising Budget Allocation Using Marketing Mix Modeling and Establishment of a Stable Supply System in Buiseness

Abstract

In recent years, Marketing Mix Modeling (MMM) has gained attention as a method for analyzing aggregated marketing data in response to the growing trend of privacy protection and technological regulations. MMM is a type of market response analysis technique used to calculate the return on advertising investment and optimize budget allocation. This article introduces practical use cases in marketing consulting services and a machine learning platform designed to stably deliver complex analyses.