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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…

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…