I have been working on developing a unified marketing measurement model which combines the output of Market Mix Models and Multi touch attribution models.

I came across articles where Bayesian priors is a suggested method, but I am yet to come across any research paper which actually discusses the details of implementation/feasibility of using this Bayesian priors approach.

If someone is/has worked on this topic and could share some notes/references or guide me in the right direction, I would be highly obliged.