Powered by OpenAIRE graph
Found an issue? Give us feedback
ZENODOarrow_drop_down
ZENODO
Other literature type . 2026
License: CC BY
Data sources: Datacite
ZENODO
Other literature type . 2026
License: CC BY
Data sources: Datacite
ZENODO
Other literature type . 2026
License: CC BY
Data sources: Datacite
ZENODO
Other literature type . 2026
License: CC BY
Data sources: Datacite
ZENODO
Other literature type . 2026
License: CC BY
Data sources: Datacite
 View all 5 versions
Claim

Benchmarking Attribution Recovery: A Formal Analysis of OLS Robustness in Non-Linear Marketing Ecosystems

descriptionPublicationkeyboard_double_arrow_right Other literature type 17 Feb 2026Publisher:Zenodo
Authors: Ghanem, Karen;

doi: 10.5281/zenodo.18674586 , 10.5281/zenodo.18678884 , 10.5281/zenodo.18678885 , 10.5281/zenodo.18674587 , 10.5281/zenodo.18769910

Benchmarking Attribution Recovery: A Formal Analysis of OLS Robustness in Non-Linear Marketing Ecosystems

Abstract

This study quantifies the true marginal utility of marketing investments in the Saudi Arabian digital landscape using a Bayesian-inspired Media Mix Model (MMM). It analyzes a three-year longitudinal dataset to isolate the impact of media spend from cultural drivers, providing a definitive roadmap for budget optimization in an era of signal loss.

Keywords

Privacy Centric Analysis, MENA Market, Marketing Mix Modeling (MMM), Marketing Mix Modeling, System Identification, OLS Estimator, Privacy-Centric Analytics

  • BIP!
    Impact byBIP!
    selected citations
    These citations are derived from selected sources.
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    		 Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    		 Average
Powered by OpenAIRE graph
Found an issue? Give us feedback
selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
Upload OA version
Are you the author of this publication? Upload your Open Access version to Zenodo!
It’s fast and easy, just two clicks!
uploadUpload now