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This paper explores the application of Shapley Value Regression in dissectingmarketing performance at channel-partner level, complementing channel-levelMarketing Mix Modeling (MMM). Utilizing real-world data from the financialservices industry, we demonstrate the practicality of Shapley Value Regressionin evaluating individual partner contributions. Although structured in-fieldtesting along with cooperative game theory is most accurate, it can often behighly complex and expensive to conduct. Shapley Value Regression is thus amore feasible approach to disentangle the influence of each marketing partnerwithin a marketing channel. We also propose a simple method to derive adjustedcoefficients of Shapley Value Regression and compares it with alternativeapproaches.

Quantifying Marketing Performance at Channel-Partner Level by Using Marketing Mix Modeling (MMM) and Shapley Value Regression