Tom Spencer Posted September 5, 2020 Report Share Posted September 5, 2020 View File Brief Guide to Marketing Mix Modelling Marketing Mix Modelling can be used to help businesses measure the effect of advertising, packaging, distribution channels, media expenditures, social media, and sales organizational structure on brand share or sales. This brief guide answers a four key questions: Why use scientific methods in marketing? What is marketing mix modelling? Who should do the modelling work? What is essential for successful marketing mix modelling? The guide was prepared by Jason Oh, a Senior Consultant, Strategy & Customer at EY with project experiences in commercial due diligence and corporate strategy planning. Previously, he was a Management Consultant at Novantas with a focus on the financial services sector, where he advised on pricing, marketing, channel distribution, digital transformation and due diligence. Submitter Tom Spencer Submitted 09/05/2020 Category Templates, Guidebooks, Reports Quote Link to comment Share on other sites More sharing options...
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