AI RESEARCH
DeepCausalMMM: A Deep Learning Framework for Marketing Mix Modeling with Causal Structure Learning
arXiv CS.LG
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ArXi:2510.13087v3 Announce Type: replace Marketing Mix Modeling (MMM) estimates the impact of marketing activities on business outcomes such as sales or revenue. Traditional MMM approaches rely on linear regression or Bayesian hierarchical models that assume channel independence and struggle to capture temporal dynamics and non-linear saturation. DeepCausalMMM addresses these limitations by combining deep learning, causal inference, and marketing science.