I recently wrote an article to explain the basic tenets of Marketing Mix Modelling (MMM) using Python. It was a very basic introduction and I used a simple line

I recently wrote an article to explain the basic tenets of Marketing Mix Modelling (MMM) using Python. It was a very basic introduction and I used a simple linear model from scikit-learn. While that kind of modelling can be useful to estimate which marketing channel contributes the most to sales increases, they fail to take into account two important effects of advertising. Keep reading if you want to know more.