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Ridhima Kumar commented on Venkat Raman's blog post How I used NLP (Spacy) to screen Data Science Resumes
"Very innovative application of NLP!!"
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Nitin Pasumarthy commented on Ridhima Kumar's blog post Marketing Analytics through Markov Chain
"I think an article on how to create a transition matrix would help."
Jan 11
Ridhima Kumar commented on Ridhima Kumar's blog post Marketing Analytics through Markov Chain
"Hi Nitin, Faridat: The probabilities in the transition matrix  are calculated based on ratio between: 1. The initial no. Of customers in each state 2. The no. Of customers in each state finally"
Jan 11
Faridat commented on Ridhima Kumar's blog post Marketing Analytics through Markov Chain
"Great! Another article on how to buil the transition matrix will be welcomed."
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Nitin Pasumarthy commented on Ridhima Kumar's blog post Marketing Analytics through Markov Chain
"Great explanation. How do we create transition matrixes? Any intuitions or guidelines, say with your ad example?"
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Marketing Analytics through Markov Chain

Imagine you are a company selling a fast-moving consumer good in the market.Let’s assume that the customer would follow the given journey to make the final purchase:              These are the states at which the customer would be at any point in the purchase journey.Now, how to find out in which state the customers would be after 6 months?Markov Chain comes to the…See More
Jan 9

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Ridhima Kumar's Blog

Marketing Analytics through Markov Chain

Posted on January 8, 2019 at 12:00am 4 Comments

Imagine you are a company selling a fast-moving consumer good in the market.

Let’s assume that the customer would follow the given journey to make the final purchase:               These are the states at which the customer would be at any point in the purchase journey.

Now, how to find out in which state the customers would be after 6…

Continue

K-means: A step towards Marketing Mix Modeling

Posted on October 23, 2018 at 11:00am 0 Comments

                                                                                                  Source: www.mstecker.com/…

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Market Mix Modeling – 101: Part 2

Posted on January 11, 2018 at 2:30am 0 Comments

In my last article, I had introduced you to the concept of Market Mix Modeling. If you want a refresher, please click on   the this link. This article is in continuation of my first article –…

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Market Mix Modeling (MMM)

Posted on December 20, 2017 at 8:30pm 0 Comments

Market Mix Modeling (MMM) is a technique which helps in quantifying the impact of several marketing inputs on sales or Market Share. The purpose of using MMM is to understand how much each marketing input contributes to sales, and how much to spend on each marketing input.

MMM helps in the ascertaining the…

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