Knowledge Networks' Marketing Mix Modeling evaluates the effectiveness of individual marketing components—such as price, promotion, advertising and other marketing activities—to generate incremental brand sales. Our world-class models are customized to each client's business for both CPG (Consumer Packaged Goods) and non-CPG firms. By evaluating the productivity of specific marketing efforts, we provide actionable recommendations that enable our clients to better allocate spending and increase their return on investment (ROI).
MARKETING MIX MODELING RESULTS
- Estimation of volume contribution due to each marketing component
- Change in each component's effectiveness from year to year
- ROI for each element in the marketing plan
BUSINESS ISSUES ADDRESSED WITH MIX MODELING
Marketing Mix Modeling is an excellent tool for assessing the effectiveness of the following marketing tactics:
- Advertising
- Consumer Promotion
- Trade Promotion
- Non-Traditional Marketing
- Event Analysis
OUR COMPREHENSIVE MODELING APPROACH
A customized database is built for each client consisting of two to three years of historical data that includes marketing information and market or account level syndicated scanner data
- Pooled multiple regression techniques are utilized for mix models
- If appropriate, time series analysis is employed for shorter duration Event Analyses
- National Shopper Lab
- Household behavior data from Knowledge Networks' National Shopper Lab is utilized to improve the evaluation of coupon effectiveness. Actual weekly redemption curves are specific to each coupon, resulting in a more complete and accurate assessment
Marketing Mix Modeling helps to answer tough, bottom line oriented questions tied to consumer marketing efforts.
FEATURED INSIGHTS
- The Next Generation of Marketing Mix: Making New Connections between Targeting and Behavior
By Neal Heffernan - Making Quality Real: Bringing an expert perspective to shopper insights
Neil Heffernan - Making Quality Real: Delivering an Accurate, Highly Service-oriented Approach to Online Research
Audrey Rosen - Accurate Measurement & Media Hype: Placing Consumer Media Technologies in Context
David Tice - Combining Creativity & Accountability to Make the Most of In-store Marketing
Ron Breeden and Al Halkuff - Discovering Untapped Value in Frequent Shopper Information
Pat Millea
