As companies turn to marketing modeling to improve their return on marketing investment, it is useful for them to understand several best practices to better assess whether they are following these proven methodologies. This paper focuses on those critical aspects and shows progression from novice to best practices in the field [...]
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Marketing Mix Modeling 101
October 3, 2006 – 3:44 pm
Marketing mix modeling is an approach to measure how consumers respond to marketing activities. Understanding how individual marketing activities impact consumption allows brand teams to direct their spending and efforts to activities that produce the highest return. Request Now