Optimizing Marketing Spend with Marketing Mix Modeling

Using Statistical Modeling and Empirical Methods

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CPG Industry marketers are constantly challenged to allocate their fixed marketing budgets among various marketing channels, traditional and digital.

To understand the impact of each marketing channel on sales, it is essential to create robust marketing mix models. A successfully implemented marketing mix model can calculate the ROI of past investments; forecast the likely impact of changes to various marketing mix variables; and isolate the impact of internal and external factors on business performance.

In this case study, we analyze the strengths and weaknesses of the various marketing mix models available to marketers. In particular, we focus on regression models, influence maximization models, agent-based models and empirical methods.

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You have crafted a powerful analytical tool for us. Thank you.

Alan Benjamin
Principal, Benjamin Realty Advisors

I have been working with Chaitanya and Perceptive Analytics for about 20 months now. They did BI / reporting and excel tool development. Their work helped us in channeling our periodic reports to the senior and operational management. The team exceeded my expectations. Chaitanya would ask thought provoking questions that trigger a new line of thinking. They created good dashboards so our senior team can quickly interpret reports. We were able to make progress because the team knew finance and tools they created were easy to implement.

Samir Lavani
CFO at Pearl Hospitality

Chaitanya and the Perceptive Analytics team worked on multiple strategic projects that involved Tableau data visualizations. Perceptive's work (~ 1 year) led to successful launch of our portal - this was an important milestone for us. Visualizations created were insightful, easy to understand and visually attractive. The team often suggested ways to show data in more intuitive way so our audience can understand it. They also knew Tableau well that helped in customizing it for our purposes. The team worked hard to finish the project on time managing expectations. I look forward to working with Perceptive on other projects.

Haroon Yaqoob
Principal at Nomenclature Inc.