Meta Robyn model calibration

At the NY R conference today, the Meta team presented their MMM package for R:

They have built a feature where you calibrate the MMM model selection using plug-in estimates from experiments or causal inference.

Seems like an interesting approach, wasn’t enough time in the 15m talk to explain how it worked.


Here’s the talk btw - Bernardo Lares & Igor Skokan - Min. Human Bias in Marketing Mix Models using Meta Open Source Robyn - YouTube