This talk describes how we built a Bayesian Media Mix Model of new customer acquisition using PyMC3. We will explain the statistical structure of the model in detail, with special attention to nonlinear functional transformations, discuss some of the technical challenges we tackled when building it in a Bayesian framework, and touch on how we use it in production to guide our marketing strategy.
Michael Johns is a data scientist at HelloFresh US. His work focuses on building statistical models for business applications, such as optimizing marketing strategy, customer acquisition forecasting and customer retention.
Zhenyu Wang is a Senior Business Intelligence Analyst at HelloFresh International. He works on developing and implementing methods to measure the effectiveness of advertising campaigns using analytic and statistical methods.
This is a PyMCon 2020 talk
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