Retail Media Science: From Measurement to Optimization

Explore the world of retail media science through a comprehensive three-part presentation covering measurement, attribution, and optimization. Dive into retail media fundamentals, understanding different channels and effectiveness measurement techniques. Learn how to optimize media budgets using linear programming. Delve into advanced concepts for modeling complex marketing scenarios, including Marketing Mix Modeling, Causal Analysis for automated feature selection, and SHAP for model explainability. Gain insights into tackling challenges such as channel interactions, time-lagged responses, and non-linear relationships in modern marketing.

dunnhumby media science: from measurement to optimisation