Dossier de preuve de méthode

Marketing Mix Modeling

Marketing Mix Modeling (MMM) is an econometric methodology for estimating the impact of various marketing activities (advertising, pricing, promotions, distribution) on sales or other business outcomes. Developed through work by Hanssens, Parsons, and Schultz, MMM integrates time-series data on marketing spend, sales, and market factors to quantify the return on investment for each marketing channel and inform budget allocation decisions.

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Marketing Mix Modeling (MMM)

Dossier de méthode taxonomique · process-pipeline / marketing

Hanssens, D. M., Parsons, L. J., & Schultz, R. L. (2001). Market Response Models: Econometric and Time Series Analyses (2nd ed.). Kluwer Academic Publishers. · ISBN 978-0792372158
Naik, P. A., Raman, K., & Winer, R. S. (2005). Planning Marketing-Mix Strategies in the Presence of Interaction Effects. Marketing Science, 24(1), 25-34. · DOI 10.1287/mksc.1040.0083
Madigan, D. (2012). Bayesian Methods for Complex Data. Annual Review of Statistics and Its Applications, 1(1), 1-30. · URL

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Méthodes apparentées

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Same method familyAdvertising Effectiveness Studymachine-suggested · Relational suggestion, not evidence.Same method familyBrand Equity Measurementmachine-suggested · Relational suggestion, not evidence.Same method familyCustomer Lifetime Valuemachine-suggested · Relational suggestion, not evidence.Same method familyMarket Segmentation Analysismachine-suggested · Relational suggestion, not evidence.Same method familyWillingness-to-Pay Estimationmachine-suggested · Relational suggestion, not evidence.