PyData London 2025

Bayesian Media Mix Modeling: Empowering Engineers to Transform Marketing Analytics

The EU Cookie Law and similar regulations have reshaped the digital advertising landscape, creating challenges for marketing specialists accustomed to cookie-based tracking and last-click attribution. However, this challenge is also an opportunity for engineers and data scientists to step in and provide innovative solutions.

Bayesian Media Mix Modeling (MMM) offers a powerful way to analyze the effectiveness of marketing campaigns across channels like advertising platforms, social media, and video streaming services—without relying on personal user data. This talk is tailored for engineers, data scientists, and analysts who want to help their marketing colleagues navigate these uncertain waters by implementing MMM effectively.

You don’t need a marketing background for this session—just a solid grasp of classic data science principles and some experience in data engineering. We’ll cover the fundamentals of MMM, including:

Here’s what we’ll cover:

1. What is MMM?
   A clear introduction to Media Mix Modeling, its purpose, and why it’s essential in the post-cookie era.

2. Library Showdown: Which MMM Tools to Use
   A comparison of popular Python libraries for MMM, highlighting their strengths, weaknesses, and best use cases.

3. From Inputs to Outputs: What You Need to Know
   We’ll discuss the required data inputs, expected outputs, and how to prepare for challenges when transitioning from theory to practice.

4. The Real-World Data Problem
   Real-world data rarely resembles the clean examples you see in tutorials. Learn practical strategies to preprocess messy datasets and make your model work in realistic scenarios.

5. Collaboration with Marketing Teams
   Discover why MMM is not a magic solution that replaces marketing professionals but rather a tool to enhance their decision-making. Learn how to foster effective collaboration between engineers and marketers.

6. Evaluating and Using MMM Daily
   Practical advice on how to evaluate your MMM’s performance, integrate it into daily workflows, and ensure it delivers actionable insights.

By the end of this session, you’ll have the knowledge and inspiration to empower your organization with a cutting-edge marketing analytics solution—putting engineers at the heart of the decision-making process.