Meta Robyn

Overview

Robyn is Meta’s open-source Marketing Mix Modeling package that automates the end-to-end MMM workflow — from data preprocessing to budget optimization.

Key Features

• Automated model selection — Nevergrad multi-objective optimization
• Ridge regression — handles multicollinearity in media variables
• Adstock transformations — geometric and Weibull decay with automated tuning
• Budget optimizer — marginal ROI-based channel allocation
• Calibration — incorporate experimental lift test results