modelQED Overview...
What Is Marketing Mix Modelling?
modelQED Key Features...
Which Metrics Can We Analyse Using modelQED?
How modelQED Helps You Calculate Marketing ROI
Automating modelQED For Quicker Marketing Analysis?
modelQED Frequently Asked Questions...

What Is Marketing Mix Modelling?

The terms Marketing Mix Analysis, Marketing Mix Modelling and Econometrics are often used interchangeably within the marketing community to describe the application of regression analysis techniques to the analysis of marketing data. The term econometrics is a generic term for the analysis of economic data with the purpose of evaluating theories and proving or disproving them.

The basic premise of marketing mix modelling is to use marketing data to explain the development of a marketing KPI (Key Performance Indicator). This KPI may be the sales of a product, registration for a service, customer product awareness (as measured in a tracking study), retail store traffic, web site traffic or any other regularly analysed metric. The key challenge is to identify how the various marketing drivers influence these metrics and using these findings to suggest alternative strategies to improve marketing performance.

Our modelQED software package provides a simple to use tool for analysing marketing data to produce marketing mix models and the associate reports.