Multi-Region Marketing Mix Modelling (MMM) Dataset for Several eCommerce Brands

This dataset contains anonymised, multi-region marketing and purchase data for close to 100 eCommerce brands to support the advancement and benchmarking of Marketing Mix Modelling techniques. This dataset is suitable for modelling customer acquisition costs (CAC) and return on advertising spend (ROAS) for online-only purchases and digital marketing channels (currently limited to Google, Meta, and Tiktok).

Please review the data dictionary provided for further details. Depending on the level of interest and feedback, there is scope to expand this dataset to more brands and marketing channels in later versions, so please use proper citation!