Preface

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Index

Campaign Optimization

• Chapter 1: Primer on Marketing Science
• Chapter 2: The Law of Diminishing Returns
• Chapter 3: Attribution Models
• Chapter 4: Market Mix Modeling
• Chapter 5: MMM with Robyn
• Chapter 6: MMM with LightWeight

Experimentation in Marketing

• Chapter 7: A primer on Experimentation
• Chapter 8: A/B Testing
• Chapter 9: Heterogeneous Treatment Effects

Quasi-experiments

• Chapter 10: A primer on Quasi-experiments
• Chapter 11: Synthetic Controls
• Chapter 12: Regression Discontinuity
• Chapter 13: Interrupted Time Series

Wrap up

• Chapter 14: The future of marketing science