Marketing Mix and Budget Split Optimization Modelling Platform
Marketing Mix Modelling (MMM) is a methodology to apply transformations and multivariate regression on marketing time series data to estimate their impact on a selected measure of success.
With multiple promotion channels MMM methodology allows to make informed decisions regarding budget split across channels.
Use of optimization mechanisms allows maximize depth of insights while taking expert knowledge into account.
Process is simple as 1-2-3:
1. Collect data.
2. Model market.
3. Apply results.