Meta Robyn
Meta's open-source semi-automated MMM library, released 2021. R-based.
Last updated: 2026-05-04
Definition
Robyn pioneered open-source MMM and remains widely used. Frequentist by default (Ridge regression with hyperparameter tuning via Nevergrad), with optional Bayesian outputs. Like Meridian, you get the model — not the data pipeline, optimizer, or execution layer.
How it applies in India
Same as Meridian — model is fine, ops is the gap.
Related terms
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