Marketing Mix Modeling

What is marketing mix modeling?

Marketing mix modeling is the process of using attribution information, ie sales data by marketing channels, and providing scenario based forecasting. For example, the impact of moving marketing budget from display to online video and perhaps even it’s resulting impact on other channels like organic search. It’s main use is by larger organizations with large media budgets, especially B2C, though some large B2B companies are known to utilize marketing mix modeling.