DataFunTalk
Jun 24, 2024 · Artificial Intelligence
CausalMMM: Learning Causal Structure for Marketing Mix Modeling
The paper introduces CausalMMM, a variational inference framework that integrates Granger causality and graph neural networks to automatically discover heterogeneous causal structures in marketing mix modeling, enabling more accurate GMV prediction and actionable insights for diverse advertisers.
GMV predictionadvertisingcausal inference
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