transformations: Michaelis-Menten Transformation

In Robyn: Semi-Automated Marketing Mix Modeling (MMM) from Meta Marketing Science

Michaelis-Menten Transformation

Description

The Michaelis-Menten mic_men() function is used to fit the spend exposure relationship for paid media variables, when exposure metrics like impressions, clicks or GRPs are provided in paid_media_vars instead of spend metric.

Usage

mic_men(x, Vmax, Km, reverse = FALSE)

run_transformations(
  all_media,
  window_start_loc,
  window_end_loc,
  dt_mod,
  adstock,
  dt_hyppar,
  ...
)

Arguments

x	Numeric value or vector. Input media spend when reverse = FALSE. Input media exposure metrics (impression, clicks, GRPs, etc.) when reverse = TRUE.
Vmax	Numeric Indicates maximum rate achieved by the system.
Km	Numeric. The Michaelis constant.
reverse	Boolean. Input media spend when reverse = FALSE. Input media exposure metrics (impression, clicks, GRPs etc.) when reverse = TRUE.
all_media	Character. Vector of all selected paid media variable names.
window_start_loc	Integer. Rolling window start location.
window_end_loc	Integer. Rolling window end location.
dt_mod	dataframe. Transformed input table for transformation.
adstock	Character. Adstock config.
dt_hyppar	data.frame. All hyperparaters for provided media.
...	Additional parameters passed to prophet functions.

Value

Numeric values. Transformed values.

See Also

Other Transformations: adstock_geometric(), saturation_hill()

Examples

mic_men(x = 5:10, Vmax = 5, Km = 0.5)

Robyn documentation built on July 3, 2025, 1:09 a.m.