Methodology ReviewMarketing Mix Modeling

In order to measure the return on investment of marketing or media activities, one must control and measure the impact of all other factors influencing sales.  Market Mix Models are designed to measure the classic 4 Ps of marketing ( Product, Price, Promotion, and Place) to both control for and measure the impact of macro and micro dynamics influencing sales.

Market Mix Models are designed to measure the classic 4 Ps of marketing ( Product, Price, Promotion, and Place) to both control for and measure the impact of macro and micro dynamics influencing sales.

Outcomes of Market Mix Models

  • Impact of competitors’ marketing activities & pricing
  • Data driven marketing budget planning to modeled business outcomes
  • Media, sponsorships, & marketing tactics investment allocation recommendations
  • Advanced scenario planning, both proactive and ‘in the moment’
  • Measured contribution of on and offline media tactics
  • Impact of channels and message effectiveness
  • Financial returns to marketing & media activities
  • ROI trade offs of marketing activities
  • Incremental cost for various heavy up options to achieve quarterly sales goals