TY  JOUR
TI  Marketing mix modelling as a tool for evaluating the effectiveness of advertising campaigns
KW  marketing mix modelling
KW  Bayesian approach
KW  synergy effect
KW  funnel effect
KW  saturation effect
KW  Adstock effect
KW  advertising channels
KW  causal inference
JO  Theoretical economics
AU  Nuriev, I.B.
AU  Dushenin, A.I.
AU  Ibragimov, N.M.
PY  2025
IS  0
PB  Yaroslavl State Technical University