Download - Marketing Mix Optimization
Transcript
![Page 1: Marketing Mix Optimization](https://reader031.vdocuments.us/reader031/viewer/2022030302/587dd7501a28ab5b5b8b67df/html5/thumbnails/1.jpg)
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What
drives sales?
![Page 3: Marketing Mix Optimization](https://reader031.vdocuments.us/reader031/viewer/2022030302/587dd7501a28ab5b5b8b67df/html5/thumbnails/3.jpg)
5P’s
PRODUCT PLACE PRICE PROMOTION
+ BASE + EXTERNAL FACTORS
PEOPLE
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YES!
But there ain’t no data…
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MarketingMixOptimization
• MARKET UNDERSTANDING
• DATA UNDERSTANDING
• DATA COLLECTION
• VISUALIZATION
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MarketingMixOptimization
BASE
SEASON
TV SPENDS
SALES TEAM INCENTIVES
PRICE DISCOUNT
LOYALTY PROGRAM
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MarketingMixOptimization
RE-ALLOCATION BUDGET INCREASE
+
RE-ALLOCATION
CURRENT MIX OPTIMAL
ALLOCATION
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MarketingMixOptimization
1. DATA CONSOLIDATION
2. SALES DESCRIPTION
3. MODEL PREPARATION
4. FULL MM OPTIMIZATION
…every step matters.
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