Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact
This work develops Generative Marketing Mix Modeling (GMMM) to estimate the causal effects of Generative Engine Optimization and Generative Engine Marketing and investigates the empirical performance of the proposed method using simulated answers to product recommendation in English and Japanese.
Masahiro Kato, Daiki Honma, Takahide Kato
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