Optimizing Marketing Spend with Marketing Mix Modeling
Using Statistical Modeling and Empirical Methods
CPG Industry marketers are constantly challenged to allocate their fixed marketing budgets among various marketing channels, traditional and digital.
To understand the impact of each marketing channel on sales, it is essential to create robust marketing mix models. A successfully implemented marketing mix model can calculate the ROI of past investments; forecast the likely impact of changes to various marketing mix variables; and isolate the impact of internal and external factors on business performance.
In this case study, we analyze the strengths and weaknesses of the various marketing mix models available to marketers. In particular, we focus on regression models, influence maximization models, agent-based models and empirical methods.
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Optimizing Marketing Spend with Marketing Mix Modeling
Using Statistical Modeling and Empirical Methods
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