Modélisation du marketing mix

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Market Mix Modeling

Suppose the total sale is 100$, this total can be broken into sub components i.e. 60$ base sale, 20$ pricing, 18$ may be distribution and 2$ might be due to promotional activity. These numbers can be achieved using various logical methods. Every method can give a different break up. Hence, it becomes very important to standardize the process of breaking up the total sales into these components. This formal technique is formally known as MMM or Market Mix Modeling.

Source : analyticsvidhya.com