Sökning: "Marketing mix modeling"

Hittade 2 uppsatser innehållade orden Marketing mix modeling.

1. 1. Sales Modeling and Local Factor Decomposition for Optimal Investment Decisions in MMM: A Monte Carlo Simulation Study

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för nationalekonomi

   Författare :Daniel Heimgartner; [2020]
   Nyckelord :Marketing Mix Modeling; Shapley Value Regression; Time-Varying Effect Models; Shapley Additive Explanations; Accumulated Local Effects;

   Sammanfattning : Media Mix Models (MMM) are used to understand drivers behind key performance indicators and to measure the effectiveness of media channels. The key metric to report causal impacts of media investments on sales is return on investment (ROI). The shape of ROI-curves crucially impacts optimal allocation. LÄS MER

3. 2. Forecasting Campaign Sales Using Artificial Neural Networks

   Master-uppsats, Lunds universitet/Matematik LTH

   Författare :Joel Engström; [2016]
   Nyckelord :Artificial Neural Networks; ANN; Multiple Linear Regression; Campaign predictions; Campaign modeling; Marketing mix modeling; Mathematics and Statistics;

   Sammanfattning : This thesis will investigate the characteristics and possibilities of implementing a forecasting model for campaign sales in Coop stores. The implementation will be done by the use of multiple linear regression and artificial neural networks. Advantages and drawbacks of these models will be investigated and discussed. LÄS MER