How many MMM models to build
Wondering how many MMM models to build?
Companies Are Usually Interested In Understanding Marketing Mix Across Multiple Markets. But They Might Not Perform Such Analysis Is Due To:
- Limited budget
- Time constraint's
- Pareto principle -They have few markets on their radar becuase 80% of revenue is coming from 20% of markets.
Read our case study to know how we leveraged K means and PCA to narrow down the number of models to be built.
Impact
Through K means and PCA marketing segmentation method, the client was able to narrow down on key markets and decided to build the MMM models only for them.
This not only resulted in saved costs but it also helped the client on markets that really mattered.
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