With the rapid adoption of marketing effectiveness measurement throughout industry, discussion of marketing mix modeling is no longer confined to the marketing science departments of CPG companies. C-level executives are increasingly issuing the mandate to initiate marketing mix analyses and even more are sitting in on vendor pitches and final results presentations. Since so many are now acting upon recommendations from these studies, there is a need for everyone from the CMO to the marketing research manager to have a better understanding of the marketing mix modeling process.
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