Marketing Mix Modeling MMM (Part 3 of 3)
Tom Spencer
AUGUST 29, 2020
MMM assists marketers in optimizing future spends and maximizing effectiveness (i.e. Then, budget allocation is done, by shifting money from low ROI mediums to high ROI mediums, thus maximizing sales while keeping the budget constant. Answer : The objective is to maximize the target variable (sales). Types of MMM.
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