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Printable Handouts
Navigable Slide Index
- Introduction
- Introduction to mix modeling
- The role of managers
- What about the standard tools?
- Simple example no. 1
- Simple example no. 2 (1)
- Simple example no. 2 (2)
- More realistic example
- Analysis for multiple decision units (1)
- Analysis for multiple decision units (2)
- Analysis for multiple decision units (3)
- Simulation study
- Simulation results
- Gains from reallocation
- Summary of introduction
- Modeling challenges
- Modeling marketing expenditures and outcomes
- Modeling strategy - demand equation
- Modeling strategy - allocative errors
- Modeling strategy - supply-side likelihood
- Estimation strategy (1)
- Estimation strategy (2)
- Testing for the supply-side model
- Non-informative vs. flat priors
- Predictive test
- Application
- Inputs
- New customers per 1000 population
- Inputs per 1000 population
- Analysis
- Model fit - multiplicative model
- Estimates
- Hierarchy of effects
- Conditional allocation: promotion given branches
- Summary
- Acknowledgements and references
- Full list of references used in the paper
- Thank you
Topics Covered
- The role of managers
- What about standard tools?
- Simple example
- More realistic example
- Simulation study
- gains from reallocation
- Modeling challenges
- Modeling strategy
- Estimation strategy
- Testing for the supply-side model
- Non-informative versus flat priors
- Predictive test
- Application
- Analysis
Talk Citation
Otter, T. (2010, January 27). Marketing mix modeling [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 12, 2024, from https://doi.org/10.69645/YDCQ3896.Export Citation (RIS)