The Benefits of Budget Allocation with AI-driven Marketing Mix Models The Latest in AI Technologies Reinvent Media and Marketing Analytics @ Allergan Authors: Akhil Sood, Associate Director @ Marketing Sciences, Allergan Dr. Michael Proksch, Senior Director @ H2o.ai Vijay Raghavan, Associate Vice President @ Marketing Sciences, Allergan Introduction The call for accountability in marketing has been growing over recent years to justify total investments in the area. Furthermore, to allocate budgets across different marketing channels, managers have been trying to better understand their contribution to sales. To model the impact of marketing on sales, time-series approaches have been proven to be successful. However, Allergan’s experience and academic research shows th

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