mic_men

The Michaelis-Menten <code>mic_men()</code> function is used to fit the spend
exposure relationship for paid media variables, when exposure metrics like
impressions, clicks or GRPs are provided in <code>paid_media_vars</code> instead
of spend metric.

Semi-Automated Marketing Mix Modeling (MMM) aiming to reduce human bias by means of ridge regression and evolutionary algorithms, enables actionable decision making providing a budget allocation and diminishing returns curves and allows ground-truth calibration to account for causation.

Bernardo Lares

Robyn

Semi-Automated Marketing Mix Modeling (MMM) from Meta Marketing
Science

Gufeng Zhou

Leonel Sentana

Igor Skokan

Meta Platforms, Inc. 

mic_men function

<dl><dt>x</dt>
<dd>Numeric value or vector. Input media spend when
<code>reverse = FALSE</code>. Input media exposure metrics (impression, clicks,
GRPs, etc.) when <code>reverse = TRUE</code>.</dd>
<dt>Vmax</dt>
<dd>Numeric Indicates maximum rate achieved by the system.</dd>
<dt>Km</dt>
<dd>Numeric. The Michaelis constant.</dd>
<dt>reverse</dt>
<dd>Boolean. Input media spend when <code>reverse = FALSE</code>.
Input media exposure metrics (impression, clicks, GRPs etc.) when <code>reverse = TRUE</code>.</dd></dl>

Arguments

Michaelis-Menten Transformation — mic_men

<dl>

<dt>x</dt>
<dd>Numeric value or vector. Input media spend when
<code>reverse = FALSE</code>. Input media exposure metrics (impression, clicks,
GRPs, etc.) when <code>reverse = TRUE</code>.</dd>


<dt>Vmax</dt>
<dd>Numeric Indicates maximum rate achieved by the system.</dd>


<dt>Km</dt>
<dd>Numeric. The Michaelis constant.</dd>


<dt>reverse</dt>
<dd>Boolean. Input media spend when <code>reverse = FALSE</code>.
Input media exposure metrics (impression, clicks, GRPs etc.) when <code>reverse = TRUE</code>.</dd>

</dl>

mic_men: Michaelis-Menten Transformation

Description

Usage

Value

Arguments

See Also

Examples