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Preface

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

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By Pedro Henrique Cardoso

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