Understanding the impact of each marketing activity
Imagine you’ve got a black box, with a row of red lights on one side of the box and a row of switches or buttons on the other side. You press different buttons, and you see that different lights come on. The big conundrum, for marketers, is to try to understand just how the box is wired up. You press this button and that one, in combination, and this red light comes on over here. And if you press a different combination of buttons, another light comes on.
Marketing mix modelling enables you to measure cause and effect relationships - called 'response curves'. To discover how understanding response curves will help you to achieve your business objectives, submit the form below to download the white paper: