Marketing mix modeling in our ever-connected data-driven era

From traditional and digital marketing activities, Marketing mix modeling brings new approach. The technology helps in determining an optimal marketing budget and quantifying the contribution of marketing activities to sales with a view of calculating ROI, effectiveness, and efficiency.

According to Quantzig’s marketing analytics experts, “Marketing mix modeling (MMM) is a powerful tool which helps in generating cost per point metrics for each media type to analyze the efficiency and compare with the ROI. It also helps in creating a real-time solution for investment decisions, providing executive management a powerful decision support system. MMM helps to achieve future investment decisions to support based on simulated scenarios’’.