{"about":{"site":"https://codewithpapers.app","non_affiliation":"Code with Papers and Syntology are not affiliated with, endorsed by, or sponsored by Papers with Code, Meta, or the pwc-archive mirror.","licence":"CC BY-SA 4.0","licence_url":"https://creativecommons.org/licenses/by-sa/4.0/legalcode","attribution":"https://codewithpapers.app/attribution","modified":"archive material modified by Syntology; see the attribution page"},"url":"/paper/bayesian-time-varying-coefficient-model-with","title":"Bayesian Time Varying Coefficient Model with Applications to Marketing Mix Modeling","arxiv_id":"2106.03322","date":"2021-06-07","proceeding":null,"authors":["Edwin Ng","Zhishi Wang","Athena Dai"],"abstract":"Both Bayesian and varying coefficient models are very useful tools in practice as they can be used to model parameter heterogeneity in a generalizable way. Motivated by the need of enhancing Marketing Mix Modeling at Uber, we propose a Bayesian Time Varying Coefficient model, equipped with a hierarchical Bayesian structure. This model is different from other time varying coefficient models in the sense that the coefficients are weighted over a set of local latent variables following certain probabilistic distributions. Stochastic Variational Inference is used to approximate the posteriors of latent variables and dynamic coefficients. The proposed model also helps address many challenges faced by traditional MMM approaches. We used simulations as well as real world marketing datasets to demonstrate our model superior performance in terms of both accuracy and interpretability.","url_abs":"https://arxiv.org/abs/2106.03322v4","url_pdf":"https://arxiv.org/pdf/2106.03322v4.pdf","source":{"archive":"pwc-archive (Hugging Face), CC BY-SA 4.0","snapshot":"2025-07-28","licence_url":"https://creativecommons.org/licenses/by-sa/4.0/legalcode","row_kind":"links_only","authors_date_abstract":"arXiv metadata, CC0 1.0 (https://info.arxiv.org/help/license), from the Kaggle arXiv metadata snapshot of 2026-09-12"},"code_links":[{"paper_slug":"bayesian-time-varying-coefficient-model-with","repo_url":"https://github.com/uber/orbit","is_official":0,"mentioned_in_paper":0,"mentioned_in_github":0,"framework":"none","reach":null}],"tasks":[],"methods":[],"datasets_introduced":[],"methods_introduced":[],"results":[],"syntology":{"atlas_url":null,"mcp":null,"developers":"https://syntology.ai/developers"},"arxiv_metadata":null,"syntology_extracted_results":null}