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In this article, I would like to explain — How to interpret Contribution charts and what are the common pitfalls to avoid. So, what is a Contribution Chart? Contribution Chart is a visual way of representing what marketing inputs drive sales and how much is the impact of each marketing input. It always helps to ease the

In this article, I would like to introduce you to the concept of elasticity. So, What is Elasticity? Elasticity is a measure of the degree to which one variable would be impacted as a result of change in the other variable. In MMM, if you have sales as a dependent variable, elasticity would be defined

Have you ever wondered what type of chocolates do customers prefer? Which flavour goes well with customers? Are customers price conscious, when it comes to buying chocolates? The answer lies not only in Consumer psychology but also in analytics. Consumer Psychology is a branch involved in studying consumer behaviour and the cognitive process behind how

Resume building is very tricky. A candidate has many dilemmas, · whether to state a project at length or just mention the bare minimum · whether to mention many skills or just mention his/her core competency skill · whether to mention many programming languages or just cite a few · whether to restrict the resume