Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact
Updated 4 h ago · first seen 11 Sept 2026
paper_01M294FRM9D302XYWE0PH06PHC
- Published
- 11 Sept 2026
- T1 · 4 h ago
- arXiv
- 2609.11915
- T1 · 4 h ago
- Category
- stat.ML
- T1 · 4 h ago
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.
Authors 3
Masahiro Kato, Daiki Honma, Taka Kato
Specification
- Official page
Source:arXiv (Atom API + RSS)T1observed 4 h agohigh
- Arxiv announce type
- cross
Source:arXiv (Atom API + RSS)T1observed 4 h agohigh
- arXiv id
- 2609.11915
Source:arXiv (Atom API + RSS)T1observed 4 h agohigh
- Categories
- stat.ML, cs.AI, cs.LG, econ.EM, stat.ME
Source:arXiv (Atom API + RSS)T1observed 4 h agohigh
Source:arXiv (Atom API + RSS)T1observed 4 h agohigh
- Primary category
- stat.ML
Source:arXiv (Atom API + RSS)T1observed 4 h agohigh
- Published
- 11 Sept 2026
Source:arXiv (Atom API + RSS)T1observed 4 h agohigh
Each value shows its source, tier and observation time. Conflicting claims are kept side by side and flagged — never averaged. How AI Atlas records facts →
Provenance
Attributed facts
9
Source tiers
T19
Freshest observation
4 h ago
Conflicts
None
No models linked to this paper yet.
- Authors
- Masahiro Kato, Daiki Honma, Taka Kato
As of
Rewind the record: see this entity's attributes exactly as AI Atlas knew them on a given day.
Claim history
Official pageofficial_url1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| https://arxiv.org/abs/2609.11915 | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
Abstractabstract1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| 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. | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
Arxiv announce typearxiv_announce_type1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| cross | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
arXiv idarxiv_id1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| 2609.11915 | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
Categoriescategories1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| stat.ML, cs.AI, cs.LG, econ.EM, stat.ME | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
PDFpdf_url1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| https://arxiv.org/pdf/2609.11915 | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
Primary categoryprimary_category1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| stat.ML | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
Publishedpublished_at1
| Value | Valid from → to | Status | Source | Confidence | Extractor |
|---|---|---|---|---|---|
| 11 Sept 2026 | → current | current | arXiv (Atom API + RSS)T1 | high | deterministic |
Claims are temporal and append-only: a new observation closes the previous claim (valid_to) instead of overwriting it. Conflicting claims from different sources are kept side by side and flagged — never averaged. Methodology →
- New paperPaperGenerative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact
New paper: Generative Marketing Mix Modeling: A Causal Inference Framework Linking GEO and GEM to Business Impact
arxiv
| Source | Document | Type | Tier | Last observed | Snapshots |
|---|---|---|---|---|---|
| arXiv (Atom API + RSS) | rss.arxiv.org/rss/cs.LG | feed | T1· Official | 4 h ago | 1 |
Tier 1 = official/primary, 2 = quality secondary, 3 = community, 4 = unverified. Every snapshot is archived; see all sources and the methodology.