Data Science Project: Promotion Mixed Models with Priyanka Banerjee

We often hear about “Marketing Mix Modeling.”

But very few people explain how promotion impact is actually modeled inside real companies.

This document breaks down — in a structured, practical way — how multi-channel promotion systems are built:

1. How calls, samples, emails, TV, digital campaigns are unified into one modeling dataset
2. How lag (adstock) and diminishing returns are handled
3. How incremental lift is separated from baseline demand
4. How Marginal ROI is computed (not just average ROI)
5. How simulation and optimization are used to recommend future spend

This is not a theory note.

It’s a real industry-style walkthrough.

If you’re:

1. Preparing for analytics interviews
2. Working in marketing / pharma / retail analytics
3. Or want to understand how serious promotion modeling works

This will give you clarity beyond surface-level MMM explanations.

Access the full breakdown here.