Dr. Julian Runge, a Northwestern University faculty member and Principal Scientist at Game Data Pros, just released an updated version of his working paper, Packaging Up Media Mix Modeling: An Introduction to Robyn’s Open-Source Approach. The paper discusses how the open-source computational package Robyn drives the adoption of media and marketing mix modeling (m/MMM) among small and midsize digital-first businesses.

In the paper, Dr. Runge explores the computational components and design choices that underpin Robyn, emphasizing how it “packages up” m/MMM to promote organizational acceptance and mitigate common biases. The paper results from a collaboration with Igor Skokan, Marketing Science Director at Meta, and Gufeng Zhou, Chief Architect of Robyn.

This paper is part of a long-standing theme of work underscoring the importance of sophisticated analytical techniques for optimizing marketing and product strategies in digital-first business, especially in game publishing. To learn more about the work Dr. Runge and Game Data Pros have been doing in this area, see:

• Incrementality in Game Analytics: Beyond AB Tests, on to Bandits and Marketing Mix Models
• Dear Digital-First Advertisers, Are You Media or Marketing Mix Modeling?
• A New Gold Standard for Digital Ad Measurement?

Read the article at arXiv.org.