Marketing Mix Modeling
From Wikipedia, the free encyclopedia
Marketing Mix Modeling is a term of art for the use of multivariate regressions on sales and marketing time series data to (i) estimate the impact of various promotional tactics on sales and then (ii) forecast the impact of future sets of promotional tactics. It is often used to optimise promotional tactics with respect to sales revenue or profit. The techniques were developed by econometricians and were first applied to consumer packaged goods since manufacturers of those goods had access to good data on sales and marketing support.
