Marketing mix modelling and Big Data

Marketing mix modelling and Big Data

On June 12th, 2014, posted in: Econometric Modelling by Comments Off on Marketing mix modelling and Big Data

Big DataIn the wake of the Big Data revolution, data mining and machine learning methods have taken centre stage in unstructured data analysis. However, when it comes to marketing ROI, simulation and causal based inference, marketing mix modelling continues to play a key role. 

This article looks at various econometric techniques used by mix modellers to help deal with modern big datasets.

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