Marketing mix modelling and ROI measurement

Overview

Marketing Mix Modelling (MMM) is by no means a new subject, but in increasingly uncertain and rapidly changing business environments, the parameters around it are evolving at a breakneck speed.

In this new eBook, we discuss the three main dimensions that combine to form a complete MMM solution – and share the best practices for designing a marketing mix strategy for the modern age that optimises ROI.

Key highlights:

• An introduction to marketing mix modelling
  
  
• The modern challenge of marketing mix modelling
  
  
• Three key dimensions to MMM - plus real-world uses cases:

1. MMM models for continuous planning and tracking short-term impacts on a regular basis
2. Modelling and measuring the long-term impacts of media spend
3. Adapting models for current market scenarios

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