Studies in MMM
Typical MMM studies provide the following insights
- Contribution by marketing activity
- ROI by marketing activity
- Effectiveness of marketing activity
- Optimal distribution of spends
- Learnings on how to execute each activity better e.g. optimal GRPs per week, optimal distribution between 15s and 30s, which promos to run, what SKUS to put on promotion etc.
Read more about this topic: Marketing Mix Modeling
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