Market Mix Modeling

The goal was to estimate the impact of different marketing variables across a previous planning cycle and identify the most effective budget allocation for future investment decisions.

Project context

Marketing spend decisions require more than intuition; they need evidence on which channels and tactics are actually driving demand and sales. This project focused on quantifying the impact of historical marketing levers and translating that understanding into a recommended allocation strategy.

Project information

Category: Machine Learning
Language: R
Models: Linear Regression, Multiplicative Model, Distributed Lag Model
Repository: Market Mix Modeling