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What is Marketing Mix Modeling about?

Marketing mix modeling is a way to help companies maximize returns on marketing investments. To grow revenue and profits, corporate executives need to understand the types of marketing investments that are most likely to produce viable, long-term revenue growth. The term is widely used and applied indiscriminately to a broad range of marketing models. Once the model is built and validated, the input variables (advertising, promotion, packaging, etc.) can be manipulated.

Author

Kinshuk Kalia

Language

EN