Essays about: "Marketing mix modellering"

Found 2 essays containing the words Marketing mix modellering.

  1. 1. Bayesian Structural Time Series in Marketing Mix Modelling

    University essay from KTH/Matematik (Avd.)

    Author : Jessika Karlsson; [2022]
    Keywords : Marketing mix modelling; Bayesian structural time series; variational inference; local linear trend; semi-local linear trend; Marketing mix modellering; Bayesianska strukturella tidsseriemodeller; variationell inferens; lokal-linjär trend; semi-lokal linjär trend;

    Abstract : Marketing Mix Modelling has been used since the 1950s, leveraging statistical inference to attribute media investments to sales. Typically, regression models have been used to model the relationship between the two. READ MORE

  3. 2. Marketing Mix Modelling from the multiple regression perspective

    University essay from KTH/Matematisk statistik

    Author : Ecaterina Mhitarean; [2017]
    Keywords : ;

    Abstract : The optimal allocation of the marketing budget has become a difficult issue that each company is facing. With the appearance of new marketing techniques, such as online advertising and social media advertising, the complexity of data has increased, making this problem even more challenging. READ MORE