Source: Pixabay

Digital advertisement spends are surpassing traditional ad spends (TV, print, outdoor). Most brands have…

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…

                                                                                                  Source: www.mstecker.com/…

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 – 101 In this article, I would like…