Time-Varying Coefficients in PyMC-Marketing | Dr. Ulf Aslak Lai | Dr. Thomas Wiecki

Marketing Mix Modeling is a mathematical approach to estimating the effect of marketing on sales. It has become increasingly popular in recent years due to the increasing difficulty of traditional cookie-tracking for marketing attribution. In opposition to tracking-based methods, MMM models the effect of marketing using aggregated data like daily or weekly impressions and sales.

In this session, Dr. Ulf Aslak Lai joins Dr. Thomas Wiecki for a conversation about open-source software for Marketing Mix Modeling (MMM). Ulf will share some background on how he was introduced to the problem and eventually made his way into the community of PyMC-Marketing developers, then present a comprehensive overview of PyMC-Marketing focusing on recent innovations like experiment integration and time-varying coefficients. Thomas and Ulf will discuss the advantage of a Bayesian approach to MMM, and the challenges inherent to the modeling problem, and share some predictions for the future.

Presentation Slides: https://drive.google.com/file/d/1-09M...
Notebook: https://www.pymc-marketing.io/en/stab...

💼 About the speaker:
Dr. Ulf Aslak Lai is a data scientist, and core PyMC-Marketing developer. With a Ph.D. in Complex Systems and extensive experience in both academia and industry, Ulf has over 10 years of experience developing advanced mathematical models for various industries. During his Ph.D. he published multiple high-impact research articles, including one in Nature. For the past two years he has been specializing in Bayesian marketing mix modeling and now dedicates most of his time to open-source and project work within this field.
🔗 Connect with Dr. Ulf Aslak Lai:
👉 Linkedin: LinkedIn: ulfaslak
👉 GitHub: https://github.com/ulfaslak/
👉 X: Twitter: ulfaslak

💼 About the Host:
Dr. Thomas Wiecki is an author of PyMC, the leading platform for statistical data science. To help businesses solve some of their trickiest data science problems, he assembled a world-class team of Bayesian modelers and founded PyMC Labs -- the Bayesian consultancy. He did his PhD at Brown University studying cognitive neuroscience.
🔗 Connect with Thomas:
👉 Linkedin: LinkedIn: twiecki
👉 GitHub: https://github.com/twiecki
👉 Twitter: Twitter: twiecki
👉 Website: https://www.pymc-labs.com/
https://twiecki.io/

🔗 Connecting with PyMC Labs:
🌐 Website: https://www.pymc-labs.com/
👥 LinkedIn: LinkedIn: pymc-labs
🐦 Twitter: Twitter: pymc_labs
🎥 YouTube: pymclabs
🤝 Meetup: https://www.meetup.com/pymc-labs-onli...

• #education
• #pymc
• #bayesian_inference
• #consultancy
• #data_science