Package index

Carryover (adstock)

Spread each period’s media forward in time.

adstock_geometric()

Geometric adstock

adstock_weibull()

Weibull adstock

adstock_weights_delayed() adstock_delayed()

Delayed adstock

adstock_filter()

Adstock with an arbitrary kernel

adstock_weights()

Geometric adstock weights

adstock_weights_weibull()

Weibull adstock weights

adstock_state()

Terminal adstock state

adstock_steady_state()

Steady-state starting value for an adstock filter

decay_from_half_life() half_life() effective_window()

Carryover decay vocabulary

Saturation

Diminishing returns, and composing it with carryover.

saturate_hill() saturate_exponential() saturate_michaelis_menten() saturate_power() saturate()

Saturation curves

media_transform()

Adstock then saturate, in that order

Choosing carryover parameters

tune_carryover()

Select carryover parameters by cross-validation against a KPI

tune_carryover_joint()

Tune every channel's carryover jointly, inside one model

fit_ols() predict(<mm_ols>) print(<mm_ols>)

Default linear fitter for carryover tuning

rmse() mae()

Minimal error metrics

Diagnostics and reporting

Check the data first; turn a fitted model into a deliverable after.

diagnose_media()

Diagnose media data before modelling

contributions()

Decompose predicted KPI into channel contributions

roi() mroi()

Return on investment and marginal return

marginal_roi()

Average and marginal return by counterfactual simulation

response_curve() spend_for()

Response curve for a channel

block_bootstrap()

Moving block bootstrap for time-series statistics

Plots

A plot() method for each result, in one consistent style.

plot(<mm_carryover>) plot(<mm_carryover_joint>)

Plot a carryover cross-validation profile

plot(<mm_bootstrap>)

Plot bootstrap intervals

plot(<mm_contributions>)

Plot a contribution decomposition

plot(<mm_response_curve>)

Plot a response curve

plot(<mm_attribution>)

Plot attribution shares across rules

mm_palette()

The package's chart palette

tidymodels integration

step_adstock()

Adstock transformation as a recipe step

step_saturation()

Saturation transformation as a recipe step

carryover_decay() carryover_max_lag() saturation_half_max() saturation_shape()

Tuning parameters for media transforms

Journey construction

build_paths()

Build customer journeys from a raw event log

`[`(<mm_paths>)

Subset a journey table

as_channel_paths()

Export journeys in ChannelAttribution's format

Attribution

credit_linear() credit_first() credit_last() credit_position() credit_time_decay() credit_custom()

Assign conversion credit across a journey

markov_removal()

Markov-chain removal effects

attribute()

Attribute conversions to channels under several rules at once

attribution_spread()

How much does the answer depend on the rule?

Journey diagnostics

path_summary()

Journey table summary

path_lengths()

Journey length distribution

channel_positions()

Where each channel sits in the journey

assisted_conversions()

Assisted conversion matrix

top_paths()

Most common journeys

conversion_lag()

Conversion lag distribution

path_diagnostics()

Run every journey diagnostic at once

Data

mm_weekly

Synthetic weekly marketing mix panel

mm_events

Synthetic touchpoint event log

Package

mediamix mediamix-package

mediamix: media transforms and attribution path construction