Title: Success and Failures in Marketing Mix Modeling
Description: Marketing mix modeling (MMM) has existed for decades and its promise has tantalized the senior management teams of first consumer packaged goods (CPG) companies and, in the last 10 years, financial services, telecommunications, retailers, entertainment, pharmaceutical companies and several other industries as well. They are understandably tantalized because some companies have harnessed its potential with enormous success, while others have failed to gain the significant benefits it offers.
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