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Brand science
MMM, conjoint, brand tracking.
| Tool | Method |
|---|---|
run_mmm | Marketing Mix Modeling — channel contribution + ROI. |
run_hb_conjoint | Hierarchical-Bayes conjoint — feature/price utilities. |
run_hb_maxdiff | HB MaxDiff — best-worst preference scaling. |
run_dirichlet | Dirichlet / NBD — category buying + market structure. |
discover_ceps / build_cep_graph / monitor_ceps | Category Entry Points — discover, graph, track. |
measure_mental_availability / audit_distinctive_assets | Mental availability + distinctive brand assets. |
calc_95_5 / calc_esov | 95:5 rule + Excess Share of Voice. |
map_demand_spaces / forecast_brand_scenarios | Demand spaces + scenario forecasts. |
estimate_incrementality / optimize_budget / optimize_brand_activation_split | Incrementality + budget/brand-activation optimization. |
marketing_finance_interface / brand_science_audit / consult_science | Finance bridge, full audit, advisory. |
These are real statistical models with typed inputs/outputs. Pull each tool's schema from GET /api/v1/tools/{name} for required parameters (e.g. run_mmm needs spend + outcome series — see the Data/Connect tools to ingest them).