Marketing Science Knowledge Repository

💡

What's Marketing Science? Causal Inference, Econometrics & Research Methods applied to Marketing & Growth.

🗃️ This is a curated database to store and categorize Marketing Science resources (packages, papers, articles, tools).

⚒️ Want to add a resource to the database? fill out this form

👋 Built by Leonardo Ubbiali - Marketing Analytics @ Moonpay (Linkedin, Twitter)

Knowledge repository

Resource Title

Resource Type

Topics

Authors

Company / Organization

Resource Link

Github Link

Languages

A Deep Probabilistic Model for Customer Lifetime Value Prediction

paper

ltv

Xiaojing Wang, Tianqi Liu, Jingang Miao

Google

https://arxiv.org/pdf/1912.07753.pdf

https://github.com/google/lifetime_value

python

Position Effects in Search Advertising: A Regression Discontinuity Approach

paper

regression discontinuity

Sridhar Narayanan, Kirthi Kalyanam

Stanford Business School

https://faculty-gsb.stanford.edu/narayanan/documents/search.pdf

Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects

paper

bayesian methods

mmm

Yuxue Jin, Yueqing Wang, Yunting Sun, David Chan, Jim Koehler

Google

https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/46001.pdf

Identifying Causal Marketing-Mix Effects Using a Regression Discontinuity Design

paper

regression discontinuity

econometrics

Wesley R. HartmannHarikesh S. NairSridhar Narayanan

Stanford Business School

https://www.gsb.stanford.edu/faculty-research/working-papers/identifying-causal-marketing-mix-effects-using-regression

Bayesian Time Varying Coefficient Model with Applications to Marketing Mix Modeling

paper

mmm

econometrics

Edwin Ng, Zhishi Wang, Athena Dai

Uber

https://arxiv.org/pdf/2106.03322.pdf

Bayesian Time Varying Coefficient Model with Applications to Marketing Mix Modeling

paper

mmm

Edwin Ng. Zhishi Wang Athena Dai

Uber

https://arxiv.org/pdf/2106.03322.pdf

Lightweight MMM

package

mmm

Pablo Duque

Google

https://github.com/google/lightweight_mmm

Estimating Ad Effectiveness using Geo Experiments in a Time-Based Regression Framework

paper

incrementality

quasi-experimentation

geo-experimentation

Jouni Kerman, Peng Wang, and Jon Vaver

Google

https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/45950.pdf

Marketing Science Study Guide

article

econometrics

quasi-experimentation

mmm

Facebook team

Facebook

https://www.facebookblueprint.com/student/page/205956-marketing-science-study-guide?utm_source=pocket_mylist

Causal Inference in Economics and Marketing

paper

econometrics

quasi-experimentation

incrementality

Hal R. Varian

https://www.pnas.org/content/113/27/7310

shouldweswitchoffbrandads.com

incrementality

Incremento

https://shouldweswitchoffbrandads.com/#features

Assessing the best input variable to reflect Meta in MMM

paper

econometrics

Izabela Walaszek Bartosz Kowalski

Mediacom

http://business-science.pl/dont-get-the-wrong-impression-assessing-the-best-input-variable-to-reflect-meta-in-mmm/

The Role of Time-Varying Contextual Factors in Latent Attrition Models for Customer Base Analysis

paper

ltv

Patrick Bachmann, Markus Meierer, Jeffrey Naef

https://pubsonline.informs.org/doi/abs/10.1287/mksc.2020.1254 & https://bachmannpatrick.github.io/CLVTools

Outpoint

tool

mmm

incrementality

Sean Billings, Robert Palumbo

Outpoint

https://www.outpoint.app/

Building and Validating Media Mix Models

paper

mmm

incrementality

Erica Mason

ThirdLove

Facebook

https://github.com/mecommerce/ThirdLove-Tech-Blog/blob/master/Media_Mix_Model/ThirdLove_MMM_Whitepaper.pdf

GeoLift

package

quasi-experimentation

geo-experimentation

mediation modeling

Arturo Esquerra, Kanishka Panchal, Nicolas Cruces

Facebook

https://facebookincubator.github.io/GeoLift/

https://github.com/facebookincubator/GeoLift?fbclid=IwAR1y2EY_q1cBV-yEvyhOC1eGkx1dnEUTQjTshIZjMm08TPhLIwe61XodoDQ

Beyond Propensity: From traditional ML to Uplift Modelling

video

uplift modeling

Gary Willis

Faculty

https://www.youtube.com/watch?v=UamvZ-J0eVA

Scikit-uplift

package

uplift modeling

https://www.uplift-modeling.com/en/latest/

https://github.com/maks-sh/scikit-uplift

python

UpliftML

package

uplift modeling

Irene Teinemaa, Nam Pham, idralyuk Igor Dralyuk

Booking

https://upliftml.readthedocs.io/en/latest/index.html

https://github.com/bookingcom/upliftml

python

Incrementality Bidding & Attribution

paper

incrementality

Randall Lewis, Effrey Wong

netflix

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3129350

Economists (and Economics) in Tech Companies

paper

digital marketing

Susan Athey Michael Luca

Harvard Business School

https://www.hbs.edu/ris/Publication Files/19-027_7e890058-c225-4803-a6f1-a6eb1db74027.pdf

Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces

paper

digital marketing

Joel Barajas et al.

http://alumni.soe.ucsc.edu/~jbarajas/publications/paper_MarketingScience.pdf

Display advertising’s competitive spillovers to consumer search

paper

digital marketing

Display advertising’s competitive spillovers to consumer search

Marketing Science Institute

https://www.msi.org/wp-content/uploads/2020/06/MSI_Report_17-104-1.pdf

Ghost Ads: Improving the Economics of Measuring Ad Effectiveness

paper

digital marketing

Garrett A. Johnson, Randall A. Lewis & Elmar I. Nubbemeyer∗

https://conference.nber.org/conf_papers/f84173.pdf

A Hierarchical Bayesian Approach to Improve Media Mix Models Using Category Data

paper

mmm

incrementality

Yueqing et al,

Google

https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/45999.pdf

https://github.com/google/lifetime_value

python

A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook∗

paper

digital marketing

Brett R.Gordon, Florian Zettelmeyer, Neha Bhargava, Dan Chapsky

Facebook

Kellogg Northwestern

https://www.kellogg.northwestern.edu/faculty/gordon_b/files/fb_comparison.pdf

Adverty

tool

digital marketing

Adverty

https://www.adverity.com/

Inefficiencies in Digital Advertising Markets

paper

digital marketing

Brett R Gordon et al.

https://arxiv.org/ftp/arxiv/papers/1912/1912.09012.pdf

Bayesian Media Mix Modeling using PyMC3, for Fun and Profit

article

bayesian methods

mmm

Luca Fiaschi et al.

Hellofresh

https://engineering.hellofresh.com/bayesian-media-mix-modeling-using-pymc3-for-fun-and-profit-2bd4667504e6

python

Bayesian Methods for Media Mix Modeling with Carryover and Shape Effects

paper

bayesian methods

mmm

Yuxue Jin Yueqing Wang Yunting Sun David Chan Jim Koehler

Google

https://storage.googleapis.com/pub-tools-public-publication-data/pdf/b20467a5c27b86c08cceed56fc72ceadb875184a.pdf

Causal Impact

package

quasi-experimentation

geo-experimentation

Kay H. Brodersen, Alain Hauser

Google

https://google.github.io/CausalImpact/CausalImpact.html

https://github.com/google/CausalImpact

Causal ML

package

quasi-experimentation

mediation modeling

uplift modeling

Totte Harinen, Bonnie Li

Uber

https://eng.uber.com/causal-inference-at-uber/

https://github.com/uber/causalml

python

CausalLift

package

uplift modeling

Yusuke Minami

https://medium.com/@Minyus86/causallift-python-package-for-uplift-modeling-in-real-world-business-e60264812a26

https://github.com/Minyus/causallift/

python

Pylift

package

uplift modeling

Robert Yi

Wayfair

https://www.aboutwayfair.com/tech-innovation/pylift-a-fast-python-package-for-uplift-modeling

https://github.com/wayfair/pylift

python

Challenges And Opportunities In Media Mix Modeling

paper

mmm

David Chan, Michael Perry

Google

https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/45998.pdf

EconML

package

HTE

uplift modeling

Microsoft

https://www.microsoft.com/en-us/research/group/alice/

https://github.com/microsoft/EconML

python

Evaluating Online Ad Campaigns in a Pipeline: Causal Models At Scale

paper

quasi-experimentation

display

digital marketing

David Chan et al.

Google

https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/36552.pdf

Incremental Clicks Impact Of Search Advertising

paper

quasi-experimentation

sem

digital marketing

David Chan Yuan Yuan Jim Koehler Deepak Kumar

Google

https://storage.googleapis.com/pub-tools-public-publication-data/pdf/37161.pdf

Introduction to the Aggregate Marketing System Simulator

paper

mmm

AMASS

Jon Vaver Stephanie Shin-Hui Zhang

Google

https://storage.googleapis.com/pub-tools-public-publication-data/pdf/eda9f581a34e5d5706edfd0803fb9d0434a866e6.pdf

LTV package

package

ltv

Xiaojing Wang, Tianqi Liu, Jingang Miao

Google

Marginal CPAs, Explained

article

cac

Mack Grenfell

https://mackgrenfell.com/blog/marginal-cpa-explained

Matched market

package

quasi-experimentation

geo-experimentation

Kim Larsen

https://multithreaded.stitchfix.com/blog/2016/01/13/market-watch/

https://github.com/klarsen1/MarketMatching

Measuring Ad Effectiveness Using Geo Experiments

paper

quasi-experimentation

display

incrementality

Jon Vaver, Jim Koehler

Google

https://static.googleusercontent.com/media/research.google.com/en//pubs/archive/38355.pdf

One Piece of Calculus That Can Change the Way You Advertise

article

digital marketing

cac

Mack Grenfell

https://mackgrenfell.com/blog/mathematical-marketing-one-piece-of-calculus-that-can-change-the-way-you-advertise

Predict Customer Churn

package

customer analytics

churn

Feature Labs

https://github.com/Featuretools/predict-customer-churn

Incrementality Bidding & Attribution

paper

incrementality

quasi-experimentation

econometrics

Randall Lewis Jeffrey Wong

Netflix

Pylift

package

quasi-experimentation

Robert Y. et al

Wayfair

https://github.com/wayfair/pylift

python

Quasi Experimentation at Netflix

article

quasi-experimentation

Colin McFarland, Michael Pow, Julia Glick

Netflix

https://netflixtechblog.com/quasi-experimentation-at-netflix-566b57d2e362

Recast

tool

company

mmm

Recast

https://getrecast.com/

Robyn - FB MMM package

package

mmm

Gufeng Zhou, Leonel Sentana, Igor Skokan, Bernardo Lares

Facebook

https://facebookexperimental.github.io/Robyn/

https://github.com/facebookexperimental/Robyn

An experiment to estimate the effectiveness of branded search ads

paper

incrementality

quasi-experimentation

econometrics

Lorenzo Coviello, Uri Gneezy, Lorenz Götte

Google

# [https://cepr.org/voxeu/columns/experiment-estimate-effectiveness-branded-search-ads](https://cepr.org/voxeu/columns/experiment-estimate-effectiveness-branded-search-ads)

SegmentStream

tool

digital marketing

incrementality

Constantine Yurevich (founder)

SegmentStream

https://segmentstream.com/

Using Sentiment Score to Assess Customer Service Quality

article

customer analytics

sentiment modeling

Shuai Shao

Airbnb

Using Sentiment Score to Assess Customer Service Quality

Vexpower

tool

company

mmm

incrementality

Michael Taylor

Vexpower

https://www.vexpower.com/

https://github.com/hammer-mt/VEX-MMM

Evolving Measurement To Accurately Capture Facebook Platform Activity

paper

mmm

incrementality

Adam Rodgers and alt

Ekimetrics

https://ekimetrics.com/wp-content/uploads/2020/05/Ekimetrics_Facebook_White-paper.pdf?fbclid=IwAR3Re_ty3xoiu4j6egAkqCLxLJpDLF7qXOuoDE9qD8VtGBjeamIHq3aRyCY

Bias Correction in Paid Search for Marketing Mix Modeling

paper

mmm

incrementality

Aiyou Chen, David Chan, Mike Perry, Yuxue Jin, Yunting Sun, Yueqing Wang, Jim Koehler

Google

https://arxiv.org/pdf/1807.03292.pdf

Modeling Adstock Using Weibull transformation

paper

mmm

Annaclet

https://github.com/annalectnl/weibull-adstock/blob/master/adstock_weibull_annalect.pdf?fbclid=IwAR2I8u-AkmFUtXK3qwu2hJnTwBmZuSoAHcL0u9lEvtyZgcvhTjIbhXiwoGQ

GeoexperimentsResearch

package

quasi-experimentation

incrementality

https://github.com/google/GeoexperimentsResearch

Incrmntal

tool

incrementality

Incrmntal

https://www.incrmntal.com/

Measured

tool

incrementality

Measured

https://www.measured.com/

Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment

paper

incrementality

geo-experimentation

econometrics

HTE

quasi-experimentation

Thomas Blake, Chris Nosko Steven Tadelis

Ebay

http://faculty.haas.berkeley.edu/stadelis/BNT_ECMA_rev.pdf