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).
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