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Marketing mix modeling (MMM) is basically a scientific and statistical analysis on sales and marketing data to determine the impact of the marketing variables. We could say that marketing mix modeling is both an art as well as a science. You ask why? Let’s break this...
With the advent of big data and advanced technology, organizations are realizing the benefits that various analytical tools and approaches provide them. It is a known fact that marketing analytics drives growth opportunities, increases the marketing return on...
Quantzig’s recent study on marketing mix modeling optimization for a leading bank analyzes the impact of media spend on the ROI and revenues. Marketing Trends in the BFSI Sector The implementation of strategic and strong marketing models in the BFSI sector ensures an...
Marketers are striving to link the actual changes in sales and market share with their cross channel marketing activity. The marketing function has always been under the scanner in terms of budget planning, fund allocation, effectiveness of marketing campaigns and its...
Banking Sector Introduction Customers in the banking sector are well informed and are ready to move to competitors if they receive better services at a lower price. Therefore, it is important for service providers to get customer related information even before...
Quantzig’s marketing mix modeling analysis for a leading pharma major company in the US maximizes its incremental volumes, ROI, and revenues. Marketing Mix Modeling Marketing mix models help companies quantify the impact of marketing strategies based on their past...
Proliferation of new media channels such as online forums, content marketing, search engines, and viral marketing, have propelled marketers to spend their marketing budget in new ways. However, they are unsure whether the marketing dollars for these new channels are...
Marketing professionals use a variety of measurement tools and methodologies to gain actionable insights in order to devise an effective marketing strategy. Marketing mix modeling (MMM) and data-driven attribution are two of the best and effective measurement tools...
The allocation of marketing funds in financial institutions are often based on a percentage of last year’s revenues; consequently, this approach fails and leads to wasteful spending and substandard results. Better results can be achieved by using marketing mix models...
Business Challenge Implementing better campaign planning for increased marketing ROI. The client wanted to optimize its marketing efforts by implementing the right marketing mix model that could provide maximum return on investment. Situation: Marketing spend not...
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