Marketing Mix Modeling
Key Elements:
Uses regression-based techniques to predict sales based on marketing activities, pricing, competition, and external factors like weather
Identifies marketing investments that drive volume
Provides ROI for each advertising and promotional campaign, including halo effects on related brands in the portfolio
Measures response by market, account, store group/cluster, or consumer segment
Flexible Yet Scalable
We do not take a “one size fits all” approach to marketing mix modeling with our clients, but we can produce many models efficiently.
Comprehensive
Our marketing mix models include all significant drivers of your sales…
Pricing
Base Price
Promotional Discount
Key Price Points
Gap vs Competition
Promotion
In-Store Displays
Newspaper Features
Coupons: FSI, Catalina, In-Store, Mail
Mail/Online Offers
Premiums
Special Events
Media
Television
Magazine Print & ROP
Radio
Online Banners
In-Store
Outdoor/Out-of-Home
Distribution & Product
Breadth: % Stores Selling
Depth: # Items
% In-Stock/Out-of-Stock
New Item Intros
Cannibalization
External Factors
Competition
Weather
Economic Conditions
PR/Word-of-Mouth

Marketing Analytics can provide two levels of model customization based on your business needs.

For a deep understanding of sales drivers for a few strategically important brands, models can be highly customized in an iterative, consultative process.

For comparison and ongoing performance tracking across many brands, models can be standardized and then updated regularly with our Coefficient Generator engine. Advantage: an even yardstick for fair comparisons across the portfolio of brands, across markets, and across time. For this reason, even when we co-exist with other analytic providers at the same client, our models are used for high-level budget allocations.
Sophisticated
Marketing Analytics can help address the highly complex marketing effectiveness issues your company faces every day. We led the industry in routine use of Bayesian Shrinkage Estimation, Store Group Models & other techniques to eliminate aggregation bias, and advertising effectiveness modeling by campaign. When combined with our mathematical optimization expertise & tools, our models can drive allocation of scarce marketing resources to their most productive uses.
Highly Experienced
Marketing Analytics has conducted marketing mix analyses for hundreds of product & service categories across a range of industries.
Consumer Packaged Goods: Food, Beverages, Household and Personal Care, OTC Medications
Retail: Softlines, Hardlines, Durables
Hospitiality: Quick Service & Casual Dining
Restaurant, Hotel
Pharmaceuticals
Insurance