Paper Reading AI Learner

Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact

2026-09-10 17:57:28
Masahiro Kato, Daiki Honma, Taka Kato
arXiv_AI
         
Abstract

Generative artificial intelligence changes how firms reach customers, but standard marketing data do not record how often users see and notice a firm's name in generated answers. We develop Generative Marketing Mix Modeling (GMMM) to estimate the causal effects of Generative Engine Optimization (GEO) and Generative Engine Marketing (GEM). For GEO, GMMM combines repeated generated answers with question counts, shares of use across generative systems, and notice probabilities. For GEM, it combines records of sponsored placements with notice probabilities. GMMM compares expected business responses under alternative treatment sequences and establishes sufficient conditions for identifying the resulting effects. We investigate the empirical performance of the proposed method using simulated answers to product recommendation in English and Japanese.

Abstract (translated)

URL

https://arxiv.org/abs/2609.11915

PDF

https://arxiv.org/pdf/2609.11915.pdf

Tags
3D Action Action_Localization Action_Recognition Activity Adversarial Agent Attention Autonomous Bert Boundary_Detection Caption Chat Classification CNN Compressive_Sensing Contour Contrastive_Learning Deep_Learning Denoising Detection Dialog Diffusion Drone Dynamic_Memory_Network Edge_Detection Embedding Embodied Emotion Enhancement Face Face_Detection Face_Recognition Facial_Landmark Few-Shot Gait_Recognition GAN Gaze_Estimation Gesture Gradient_Descent Handwriting Human_Parsing Image_Caption Image_Classification Image_Compression Image_Enhancement Image_Generation Image_Matting Image_Retrieval Inference Inpainting Intelligent_Chip Knowledge Knowledge_Graph Language_Model LLM Matching Medical Memory_Networks Multi_Modal Multi_Task NAS NMT Object_Detection Object_Tracking OCR Ontology Optical_Character Optical_Flow Optimization Person_Re-identification Point_Cloud Portrait_Generation Pose Pose_Estimation Prediction QA Quantitative Quantitative_Finance Quantization Re-identification Recognition Recommendation Reconstruction Regularization Reinforcement_Learning Relation Relation_Extraction Represenation Represenation_Learning Restoration Review RNN Robot Salient Scene_Classification Scene_Generation Scene_Parsing Scene_Text Segmentation Self-Supervised Semantic_Instance_Segmentation Semantic_Segmentation Semi_Global Semi_Supervised Sence_graph Sentiment Sentiment_Classification Sketch SLAM Sparse Speech Speech_Recognition Style_Transfer Summarization Super_Resolution Surveillance Survey Text_Classification Text_Generation Time_Series Tracking Transfer_Learning Transformer Unsupervised Video_Caption Video_Classification Video_Indexing Video_Prediction Video_Retrieval Visual_Relation VQA Weakly_Supervised Zero-Shot