Econometric Modelling & MMM
Surface the insights that empower decision-making across your organisation
What is Econometrics & Marketing Mix Modelling?
Econometrics, and Marketing Mix Modelling (MMM) stand as pillars in the realm of marketing analytics, offering businesses the blueprint to decipher the complex dynamics of market behaviours and the effectiveness of their marketing strategies. Econometrics Modelling uses statistical methods to quantify relationships between variables, providing insights into consumer behaviour, market trends, and the impact of external factors on marketing outcomes. Marketing Mix Modelling, a subset of econometrics, focuses specifically on analysing the effectiveness of various marketing mix components such as paid, earned, and owned media as well as price and promotions, seasonality and economics to optimise marketing strategies and maximise return on investment.