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 –…

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…