Introduction to Modelling the Impact of KPIs

Typically, marketing mix modelling involves the use of multiple regression techniques to predict the optimal mix of marketing variables. Regression is based on a number of inputs (or independent variables) and how these relate to an outcome (or dependent variable) such as sales or profits. Once the model is built and validated, the input variables (advertising, promotion, etc.) can be manipulated to determine the net effect on a company’s sales or profits.

In this session

You will learn about the different statistical models like:

1. Basic linear model
2. Multiplicative model
3. Exponential attraction and multinomial logit model
4. Koyck and distributed lag model
5. Hierarchical model

Also, you will learn about the different KPIs that you can include into your model and how best to represent your findings visually.

People you will hear from in this session

Subject Matter Expert

Ujjyaini Mitra

Analytics & Data Science Leader & Mentor - Driving Data to Decision (Viacom18, Flipkart, Bharti Airtel, McKinsey & Co)