Marketing Mix Modelling: A comparative study of statistical models
Deciding the optimal media advertisement spending is a complex issue that many companies today are facing. With the rise of new ways to market products, the choices can appear infinite. One methodical way to do this is to use Marketing Mix Modelling (MMM), in which statistical modelling is used to a...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Linköpings universitet, Institutionen för datavetenskap
2019
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-160082 |