{"id":"https://openalex.org/W4405489575","doi":"https://doi.org/10.1109/tem.2024.3519172","title":"A Primer on Out-of-the-Box AI Marketing Mix Models","display_name":"A Primer on Out-of-the-Box AI Marketing Mix Models","publication_year":2024,"publication_date":"2024-12-17","ids":{"openalex":"https://openalex.org/W4405489575","doi":"https://doi.org/10.1109/tem.2024.3519172"},"language":"en","primary_location":{"id":"doi:10.1109/tem.2024.3519172","is_oa":true,"landing_page_url":"https://doi.org/10.1109/tem.2024.3519172","pdf_url":null,"source":{"id":"https://openalex.org/S154533451","display_name":"IEEE Transactions on Engineering Management","issn_l":"0018-9391","issn":["0018-9391","1558-0040"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Engineering Management","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://doi.org/10.1109/tem.2024.3519172","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5058260620","display_name":"Macarena Est\u00e9vez","orcid":"https://orcid.org/0009-0007-9626-6004"},"institutions":[{"id":"https://openalex.org/I182083151","display_name":"Universidad Rey Juan Carlos","ror":"https://ror.org/01v5cv687","country_code":"ES","type":"education","lineage":["https://openalex.org/I182083151"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Macarena Estevez","raw_affiliation_strings":["Applied Economics Department, Universidad Rey Juan Carlos, Madrid, Spain"],"raw_orcid":"https://orcid.org/0009-0007-9626-6004","affiliations":[{"raw_affiliation_string":"Applied Economics Department, Universidad Rey Juan Carlos, Madrid, Spain","institution_ids":["https://openalex.org/I182083151"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5084189722","display_name":"Mar\u00eda Teresa Ballestar","orcid":"https://orcid.org/0000-0001-8526-7561"},"institutions":[{"id":"https://openalex.org/I182083151","display_name":"Universidad Rey Juan Carlos","ror":"https://ror.org/01v5cv687","country_code":"ES","type":"education","lineage":["https://openalex.org/I182083151"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Mar\u00eda Teresa Ballestar","raw_affiliation_strings":["Applied Economics Department, Universidad Rey Juan Carlos, Madrid, Spain"],"raw_orcid":"https://orcid.org/0000-0001-8526-7561","affiliations":[{"raw_affiliation_string":"Applied Economics Department, Universidad Rey Juan Carlos, Madrid, Spain","institution_ids":["https://openalex.org/I182083151"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5081747235","display_name":"Jorge S\u00e1inz","orcid":"https://orcid.org/0000-0001-8491-3154"},"institutions":[{"id":"https://openalex.org/I182083151","display_name":"Universidad Rey Juan Carlos","ror":"https://ror.org/01v5cv687","country_code":"ES","type":"education","lineage":["https://openalex.org/I182083151"]}],"countries":["ES"],"is_corresponding":false,"raw_author_name":"Jorge Sainz","raw_affiliation_strings":["Applied Economics Department, Universidad Rey Juan Carlos, Madrid, Spain"],"raw_orcid":"https://orcid.org/0000-0001-8491-3154","affiliations":[{"raw_affiliation_string":"Applied Economics Department, Universidad Rey Juan Carlos, Madrid, Spain","institution_ids":["https://openalex.org/I182083151"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I182083151"],"apc_list":null,"apc_paid":null,"fwci":3.9072,"has_fulltext":false,"cited_by_count":9,"citation_normalized_percentile":{"value":0.94363222,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":99},"biblio":{"volume":"72","issue":null,"first_page":"282","last_page":"294"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.9491000175476074,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11891","display_name":"Big Data and Business Intelligence","score":0.9491000175476074,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12885","display_name":"Digital Innovation in Industries","score":0.9448999762535095,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12384","display_name":"Customer churn and segmentation","score":0.9103000164031982,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/primer","display_name":"Primer (cosmetics)","score":0.6549742221832275},{"id":"https://openalex.org/keywords/marketing-mix","display_name":"Marketing mix","score":0.554395318031311},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.5237798094749451},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.39185357093811035},{"id":"https://openalex.org/keywords/manufacturing-engineering","display_name":"Manufacturing engineering","score":0.3666386902332306},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.3353625535964966},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.3231249451637268},{"id":"https://openalex.org/keywords/chemistry","display_name":"Chemistry","score":0.06770479679107666}],"concepts":[{"id":"https://openalex.org/C2777563447","wikidata":"https://www.wikidata.org/wiki/Q7243397","display_name":"Primer (cosmetics)","level":2,"score":0.6549742221832275},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.554395318031311},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5237798094749451},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.39185357093811035},{"id":"https://openalex.org/C117671659","wikidata":"https://www.wikidata.org/wiki/Q11049265","display_name":"Manufacturing engineering","level":1,"score":0.3666386902332306},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3353625535964966},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.3231249451637268},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.06770479679107666},{"id":"https://openalex.org/C178790620","wikidata":"https://www.wikidata.org/wiki/Q11351","display_name":"Organic chemistry","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/tem.2024.3519172","is_oa":true,"landing_page_url":"https://doi.org/10.1109/tem.2024.3519172","pdf_url":null,"source":{"id":"https://openalex.org/S154533451","display_name":"IEEE Transactions on Engineering Management","issn_l":"0018-9391","issn":["0018-9391","1558-0040"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Engineering Management","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1109/tem.2024.3519172","is_oa":true,"landing_page_url":"https://doi.org/10.1109/tem.2024.3519172","pdf_url":null,"source":{"id":"https://openalex.org/S154533451","display_name":"IEEE Transactions on Engineering Management","issn_l":"0018-9391","issn":["0018-9391","1558-0040"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Engineering Management","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":34,"referenced_works":["https://openalex.org/W411492654","https://openalex.org/W2003359494","https://openalex.org/W2034756556","https://openalex.org/W2116070274","https://openalex.org/W2132454553","https://openalex.org/W2141843793","https://openalex.org/W2493393076","https://openalex.org/W2610886376","https://openalex.org/W2905357265","https://openalex.org/W2948056727","https://openalex.org/W2964099165","https://openalex.org/W2981788394","https://openalex.org/W3034823804","https://openalex.org/W3037880470","https://openalex.org/W3081686847","https://openalex.org/W3092224061","https://openalex.org/W3129572046","https://openalex.org/W3133894893","https://openalex.org/W3153176659","https://openalex.org/W3153495133","https://openalex.org/W3157775668","https://openalex.org/W3157785707","https://openalex.org/W3162348573","https://openalex.org/W3182706339","https://openalex.org/W3209575695","https://openalex.org/W4251173737","https://openalex.org/W4256619705","https://openalex.org/W4315630731","https://openalex.org/W4378071669","https://openalex.org/W4382677476","https://openalex.org/W4385453722","https://openalex.org/W4390056911","https://openalex.org/W6736775168","https://openalex.org/W6810152107"],"related_works":["https://openalex.org/W2134892653","https://openalex.org/W2764095114","https://openalex.org/W4377027578","https://openalex.org/W2256337052","https://openalex.org/W2260061067","https://openalex.org/W2033838303","https://openalex.org/W2328586575","https://openalex.org/W2308228300","https://openalex.org/W2188351331","https://openalex.org/W1970868705"],"abstract_inverted_index":{"Marketing":[0],"mix":[1],"modeling":[2],"(MMM)":[3],"optimizes":[4],"budget":[5,165],"allocation":[6,166],"and":[7,34,46,63,72,102,109,127,135,141,150,161,174,187],"determines":[8],"the":[9,31,41,67,70,92,139,155,180,188],"return":[10],"on":[11,85],"advertising":[12],"investment":[13],"through":[14,154],"market":[15],"response":[16],"analysis.":[17],"MMM":[18,48,114],"are":[19,170],"vital":[20],"tools":[21],"to":[22,30,152,172],"help":[23],"marketers":[24],"define":[25],"their":[26,185],"marketing":[27,35,118],"strategies":[28],"according":[29],"firm's":[32],"business":[33],"objectives":[36],"while":[37,176],"reducing":[38],"uncertainty":[39],"in":[40,66],"decision-making":[42],"process.":[43],"As":[44],"AI":[45,162,177],"automated":[47],"out-of-the-box":[49],"packages":[50],"gain":[51],"popularity":[52],"among":[53],"marketers,":[54],"it":[55],"has":[56],"become":[57],"evident":[58],"there":[59],"is":[60],"a":[61,96,105],"theoretical":[62],"empirical":[64],"gap":[65],"understanding":[68],"of":[69,74,143,157,159,182,191],"benefits":[71],"inconveniences":[73],"these":[75,86],"new":[76],"methods":[77],"over":[78],"traditional":[79,106],"econometric":[80,107,160],"models.":[81],"To":[82],"shed":[83],"light":[84],"questions,":[87],"two":[88],"different":[89,131],"models":[90,163,169],"using":[91,104],"same":[93],"database":[94],"from":[95,116,130,179],"telecommunications":[97],"firm":[98],"have":[99],"been":[100],"developed":[101],"tested":[103],"model":[108],"Robyn,":[110],"an":[111],"AI-powered":[112],"open-sourced":[113],"package":[115],"meta":[117],"science.":[119],"The":[120],"research":[121],"compares":[122],"both":[123],"methods\u2019":[124],"development":[125],"processes":[126],"subsequent":[128],"outputs":[129],"perspectives:":[132],"technical,":[133],"business,":[134],"practical.":[136],"It":[137],"shows":[138],"advantages":[140],"shortcomings":[142],"each,":[144],"providing":[145],"insightful":[146],"recommendations":[147],"for":[148,164],"academics":[149],"practitioners":[151],"navigate":[153],"process":[156],"adoption":[158],"decision-making.":[167],"Econometric":[168],"easy":[171],"explain":[173],"replicate,":[175],"complexity":[178],"combination":[181],"several":[183],"methods,":[184],"parametrization,":[186],"random":[189],"initialization":[190],"iterations":[192],"during":[193],"training,":[194],"hinders":[195],"its":[196],"explainability.":[197]},"counts_by_year":[{"year":2026,"cited_by_count":5},{"year":2025,"cited_by_count":4}],"updated_date":"2025-12-19T19:40:27.379048","created_date":"2025-10-10T00:00:00"}
