Robyn
Experimental, AI/ML-powered and open sourced Marketing Mix Modeling
...Its goal is to democratize rigorous MMM: what traditionally required expert statisticians and expensive consulting becomes accessible to any company with data. Robyn takes in historical data (spends on different marketing channels, conversions, or revenue, and optional context or organic-media variables) and uses a combination of techniques, regularized regression (Ridge), time-series decomposition (trend, seasonality, holiday effects), and hyperparameter optimization (via evolutionary algorithms), to estimate the incremental impact of each marketing channel. It explicitly models “carry-over” (adstock) and diminishing-returns (saturation) effects per channel, enabling realistic modeling of how advertising persists over time and saturates.