Market Mix Models are a way to determine effects of different ad media spends. Driver of marketing budget optimization.

Literature

http://experimentswithdatascience.blogspot.com/2018/01/marketing-mix-modeling-sales-driver.html

https://www.kaggle.com/imdineshgrewal/market-mix-modeling-using-sales-data

https://rstudio-pubs-static.s3.amazonaws.com/294627_5f7e9a449b6c442e806a4743f1b4f8a7.html

http://www.joshuakim.io/marketing-mix-modelling-with-bayesian-regression/