One of the major areas of Big Data Management is Marketing & sales data. Marketing Mix Modeling (MMM) is a technique that helps in quantifying the impact of several marketing inputs on sales or Market Share.
The main objectives of a marketing mix modeling project are to find out: 🕵 🕵 🕵
▪ How much do the various activities contribute to the overall sales (i.e. decomposition of total sales into the channels)?
▪ What is the ROI of these activities (i.e. the return on investment per channel)?
▪ What is the optimal budget allocation to the channels?
▪ How can the effects of decreasing efficiency be avoided?
In this whitepaper about Marketing Mix Modeling, we explain why you should use MMM and other important factors in MMM. You can download the whitepaper for free with the form below.
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