How to use Marketing Mix Models for forecasting and optimization
ScanmarQED
OCTOBER 3, 2024
So, you’ve built a solid Marketing Mix Model (MMM) to make sense of your past performance, but the real value lies ahead—using it to forecast and optimise. Moving from a backward-looking analysis to a forward-looking application isn’t always as simple as it seems. Forecast or optimization? Sounds straightforward, right?
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