title: Calculating importance of independent variable in explaining variance of dependent variable in linear regression
body: <p>I am working on a Media Mix Modeling (MMM) project where I have to build linear model for predicting traffic factoring in various spends as input variables. I have got the linear model equation which is:</p>
  
  <pre><code>Traffic = 1918 + 0.08*TV_Spend + 0.01*Print_Spend + 0.05*Display_spend
  </code></pre>
  
  <p>I want to calculate two things which I don't know how to do:</p>
  
  <ol>
  <li>How much each variable is contributing in explaining variance of traffic?</li>
  <li>What percentage of total traffic is due to each independent variable?</li>
  </ol>