Theoretically, there are two marketing mix modeling strategies

For those who are unfamiliar, one can recall that, theoretically, there are two marketing mix modeling strategies: longitudinal and cross sectional, that are pursued by organizations. Longitudinal analysis evaluates sales and profits over a fixed time and compares it with the marketing spend for that period. Cross sectional analysis entails allocating different levels of funds to each territory or region and then comparing the spend with the outcome.