Work

The Evolution of Ads Marketing Mix Modeling (MMM): From Regression Models to AI-Powered Planning for SMBs

Year: 2024

Type: conference-paper

Source: IEEE Technology and Engineering Management Conference - Latin America (TEMSCON LATAM)

DOI: 10.1109/temsconlatam61834.2024.10717768

Authors: Praveen Gujar, Gunjan Paliwal, Sriram Panyam, Chhaya Kewalramani

Institutions: Ad-Tech (United States), Genpact (United States)

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4403725183

FWCI: 1.792

Cites: 8

Cited by: 3

Related to: 10