Effective use of data is important for improving business results, and in recent years, "Marketing Mix Modeling (MMM)" has been attracting attention again. MMM is a statistical method that not only visualizes the sales effect of marketing activities, but also optimizes budget allocation.
This time, we will introduce a case study of a beverage manufacturer that used MMM for effectiveness analysis to visualize advertising effects, including not only direct effects but also indirect effects, and successfully increased sales by 4% by reallocating its advertising budget.
In addition, using case studies, the book also explains know-how for making effective use of MMM, from the basics of MMM to key points to consider when implementing it.
This is a must-read document for those who are not yet familiar with MMM or are considering introducing it, so we hope that it will help you improve your results.

Recommended for those who have questions such as

  • Those who are serious about utilizing data
  • People who think they are conscious of data utilization, but are not achieving the results they expected.
  • Those who want to compare the effectiveness of online and offline advertising using a common indicator
  • Those who have issues visualizing advertising effectiveness as a basis for budget allocation changes

Material content

  • What is "Data Science"? An Essential Word for Data Utilization
  • What is "MMM (Marketing Mix Modeling)"? It is essential for achieving data-driven marketing.
  • The challenge is to visualize advertising effects, including not only direct effects but also indirect effects
    - A beverage manufacturer's case study of MMM usage that achieved a 4% increase in results -

    • Issues before introducing MMM

    • What prompted the introduction of MMM?

    • Verification content (objectives and issues of analysis)

    • 8 basic steps in data analysis

    • Hypothesis formulation and analytical model construction

    • Data collection

    • Analysis results and interpretation

    • Action results and customer feedback

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