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Ridhima Kumar's Blog (5)

How to make your Digital strategy payoff? (hint: Data Science)

                                                                Source: Pixabay

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

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Added by Ridhima Kumar on August 8, 2019 at 7:40am — No Comments

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…

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Added by Ridhima Kumar on January 8, 2019 at 12:00am — 4 Comments

K-means: A step towards Marketing Mix Modeling

                                                                                                  Source: www.mstecker.com/…

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Added by Ridhima Kumar on October 23, 2018 at 11:00am — No Comments

Market Mix Modeling – 101: Part 2

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…

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Added by Ridhima Kumar on January 11, 2018 at 2:30am — No Comments

Market Mix Modeling (MMM)

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 effectiveness of each marketing input in terms of…

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Added by Ridhima Kumar on December 20, 2017 at 8:30pm — No Comments

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