Marketing Effectiveness Lab

A polished commercial data science project for MMM, connector data assembly, source diagnostics, incrementality evidence, uncertainty, and profit-aware budget planning in a UK fashion ecommerce setting.

Open Interactive App Read Case Study View GitHub

RevenueGBP 588.5M

Media spendGBP 41.8M

Blended ROAS14.1x

Profit ROI4.7x

Weekly revenue and media response

Evidence-calibrated channels

What The Project Shows

Marketing Mix Modeling

Adstock, saturation, holdout validation, Bayesian posterior intervals, contribution, and ROI.

Data Product Thinking

Connector templates, weekly assembly, source diagnostics, schema validation, and deployment notes.

Commercial Planning

Budget scenarios with gross margin, constrained allocation optimization, and stakeholder-ready summaries.

Stack

Python Streamlit Pandas Statsmodels Bayesian regression Budget optimization Connector templates Weekly assembly Source diagnostics Plotly Pytest uv GitHub Pages