  This paper explores the application of Shapley Value Regression in dissecting
marketing performance at channel-partner level, complementing channel-level
Marketing Mix Modeling (MMM). Utilizing real-world data from the financial
services industry, we demonstrate the practicality of Shapley Value Regression
in evaluating individual partner contributions. Although structured in-field
testing along with cooperative game theory is most accurate, it can often be
highly complex and expensive to conduct. Shapley Value Regression is thus a
more feasible approach to disentangle the influence of each marketing partner
within a marketing channel. We also propose a simple method to derive adjusted
coefficients of Shapley Value Regression and compare it with alternative
approaches.
