Marketing Mix Modelling

A marketing agency is keeping track of the outcomes of various campaigns for one of their clients. They are carrying out multiple actions through various channels, such as print advertising, out-of-home advertising, publishing a newsletter for a specific product family, and using Facebook, Google search, or television. They collect many metrics from each campaign, but the most essential one is total revenue. A marketing mix strategy includes deciding how to balance investments in many available options in order to maximize total revenue value. And this is the problem thy want to solve.  The have collected the following data: Google search spend

  • Date: Date and time of the campaign.
  • TV commercials spend: Total spend in tv advertising.
  • Print adds spend: Total spend in print advertising.
  • Facebook spend: Total spend in FB campaigns.
  • Out-of-home advertising spend: Includes campaigns in billboards, bus shelters, benches, etc.
  • Google search spend: Total spend in Google search campaigns.
  • Newsletter visits: Visits registered in a newsletter.
  • Facebook Impressions: Metric from FB campaigns.
  • Google search clicks: Metric from Google search.
  • Competitor “A” sales: Sales of competitor “A” in this date.
  • Total revenues: Total revenues for this date (TARGET).
Logo NextBrain

We are on a mission to make NextBrain a space where humans work together with the most advanced algorithms to deliver superior game changing insight from data. We love No-code Machine Learning

Offices

Europe
Paseo de la Castellana, n.º 210, 5º-8
28046 Madrid, Spain
Phone number: spain flag +34 91 991 95 65

Australia
Level 1, Pier 8/9,23 Hickson Road
Walsh Bay, NSW, 2000
Phone number: spain flag +61 410 497229

Open hours (CET)

Monday—Thursday: 8:00AM–5:30PM
Friday: 8:00AM–2:00PM


EMEA, America

Live chat support
Contact our Sales Team