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| 마케팅 믹스 모델링× | 지불의사액 추정× | |
|---|---|---|
| 분야 | 마케팅 | 마케팅 |
| 계열 | Process / pipeline | Process / pipeline |
| 기원 연도≠ | 2001 | 1998 |
| 창시자≠ | David Hanssens, Leonard Parsons, and Randall Schultz | Klaus Wertenbroch and Bernd Skiera |
| 유형≠ | Econometric modeling methodology | Price research methodology |
| 원전≠ | 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 | Wertenbroch, K., & Skiera, B. (1998). Measuring Consumers' Willingness to Pay at the Point of Purchase. Journal of Marketing Research, 35(4), 460-469. link ↗ |
| 별칭 | MMM, Econometric Modeling, Attribution Modeling | Price Elasticity Analysis, Valuation Estimation, Monetary Value Elicitation |
| 관련 | 5 | 5 |
| 요약≠ | 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. | Willingness-to-Pay (WTP) estimation encompasses methods for quantifying the maximum price consumers are willing to pay for a product, service, or feature. Developed through advances in marketing research and behavioral economics, WTP estimation helps organizations set optimal prices, allocate marketing budgets, value product features, and understand customer value perception. |
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