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).<br><br>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!本数据集收录近100个电子商务（eCommerce）品牌的匿名化多区域营销与购买数据，旨在助力营销组合建模（Marketing Mix Modelling）技术的迭代优化与基准对标工作。本数据集适用于针对纯线上购买场景及数字营销渠道（目前仅限谷歌、Meta及TikTok）的客户获取成本（Customer Acquisition Costs, CAC）与广告支出回报率（Return on Advertising Spend, ROAS）建模。 如需了解更多细节，请查阅所附的数据字典。基于用户关注度与反馈情况，本数据集后续版本具备扩展至更多品牌与营销渠道的空间，请务必规范引用！