Marketing teams rarely pursue a single objective: lifting sales must coexist with brand‑awareness targets, customer‑acquisition caps, or sustainability constraints, where every metric has an underlying process to be generated even when those are in the same ecosystem. Traditional media‑mix models (MMMs) treat each metric in isolation, leaving decision‑makers to reconcile incompatible understanding and recommendations by hand.
This talk demonstrates how to understand the causal relationships from your data, and then use Bayesian modelling to enable optimization across multiple objectives, producing allocation strategies that respect every KPI—and clearly flag when trade‑offs become infeasible.
