How marketing mix modeling is more than just a black box??

1. Why marketing mix
modeling is more than
just a ‘black box’
Indira priyadarsini
Heena
Hemanth

2. AGENDA:
Brief Introduction to Market Mix Modelling.
Brief Introduction to Myths.
To deal with seven myths of Market Mix
modelling and exploring the factors which have
generated the conversation about the methodology.
Holistic picture.

3. Marketing Mix

4. What is Market Mix Modeling?
A process that uses data, analysis and
technology to help companies plan, measure,
validate and optimize their marketing spend.

5. Marketing Mix Modelling

6. Why Market Mix Modeling?
 New media, new markets, new demographics are creating greater
opportunities and greater challenges for marketers.
 CEOs are demanding greater accountability of marketing spend.
 Marketers are being asked to make choices regarding allocation of
scarce resources.
 Assessing the relative ROI of these choices enables the marketer to
make optimize activities and allocations of resources in order to
maximize sales, return and profitability.

7. MYTHS:
I. Marketing mix is a black box.
II. Marketing mix treats all impacts on business performance the same.
III.Marketing mix does not include complex digital channels, such as
search.
IV.Marketing mix is biased to promotions and does not capture the true
effects of advertising.
V. Marketing mix cannot attribute sales to a specific customer
segment.
VI.Marketing mix lacks real-time value.
VII.Marketing mix cannot tell you what you haven’t done before.

8. 1.Marketing mix is a black box.
 Because marketing mix modeling
involves advanced statistical analysis of
vast volumes of data, it can appear to be
obscure process to non-practitioners.
 Marketing mix has been leveraged
successfully for decades now in the
hypercompetitive markets for consumer
packaged goods.
 Additionally, marketing mix is not a one-
size-fits-all approach.

9. 2. Marketing mix treats all impacts on
business performance the same
 Some observers view marketing mix as a
cookie-cutter approach.
 In fact, best-in-class marketing mix models
are customized to consider the unique
factors and consumer response to each
activity within the business.
 A quality marketing mix methodology will
isolate the effects and will assign
quantifiable measures to these factors so
that marketers can make informed strategic
and tactical decisions about their
marketing investments.

10. 3. Marketing mix cannot attribute sales to a
specific customer segment
 Some observers question whether marketing mix treats all
consumers the same .
 Marketing mix has been a guide to help marketers plan future
budgets and identify the best way firms can interact with specific
customer segment groups.
 Segmenting a marketing mix analysis to understand a specific
customer group’s behaviors allows for firms to customize
experiences.
 Segmenting model results by customer segment can really help
shape a marketing strategy.

11. 4. Marketing mix cannot tell you what you
haven’t done before
 Some observers express concern that marketing mix can only show
you what has happened in the past and therefore cannot inform you
about new activities in the future.
 The models represent a great deal of knowledge about the business
and, when combined with other research and business intelligence,
we can support business planning and deliver robust forecasts.
 With the growth of data available and ability to measure it, This can
help organization's to leverage the rich data available to accurately
predict future investments.

12. 5. Marketing mix does not include complex
digital channels, such as search
As the consumer becomes increasingly connected,
marketing mix has expanded in scope to help understand
all interactions, across all customer stages and objectives.
A recent evaluation of marketing mix practitioners has
found that 87 percent of respondents include digital
channels in their marketing mix models.

13. 6.Marketing mix lacks real-time value
During this time of increased reliance and availability of
real-time information, marketers are expected to be able to
instantly identify and respond to events and the demands
of their customers.
It provides real-time insights and a robust tool, allowing
businesses to leverage the data to make decisions.

14. 7.Marketing mix is biased to promotions and
does not capture the true effects of advertising.
Some critics contend that marketing mix tends to
overvalue the contribution and investments in promotions
over other advertising and marketing efforts.
While there is no marketing mix bias toward promotions,
some businesses, especially CPG, tend to be drawn into a
promotion-heavy strategy.

15. Marketing mix is certainly not the cause of this
situation but it can be a part of the solution.
The models identify opportunities for the
manufacturer and retailer. High-return
promotional events can be prioritized in a way
that does not erode margins in the longer term.
CONCLUSION: