Marketing Mix in Action · 2026 edition

Which decision do you need to make defensible?

Compare offer, price, channel, campaign or budget in a single tool, then export the assumptions, the calculation, the limits and the next check.

For marketing leaders, marketing science teams and advisers preparing a decision with material consequences.

Choose my decision ↓See the worked case →

Reproducible case Examine →Data156 wkCentral gain+€121.4KPilot6 wk

Justified methodExplicit limitsExportable plan

Proof plan

STEP 01 / CHOOSE

Your starting point

Which decision do you need to make defensible?

Choose the subject. The laboratory will prepare the measurement method, the minimum data, the limits and the protocol to document.

Did the campaign create sales that would not have happened without exposure?

Recommended methodProtocolExportable plan

The parameters are pre-filled and remain fully editable.

Decide

A material choice.
A direct tool. A record.

Choose the decision. Each entry opens the tool directly and produces a local record, with no account and no server-side storage.

01 · OfferAre the offer, value and capacity consistent?Coherence record →02 · PriceWhich price remains defensible given volume and contribution?Price-volume record →03 · ChannelDoes the channel create new demand after cannibalisation and channel shifts?Channel evidence record →04 · CampaignWhich measurement separates attributed contribution from caused effect?Measurement record →05 · BudgetWhere should the next budget unit go under constraints?Allocation record →

01Understand

02Diagnose

03Design

04Compare

05Quantify

06Measure

07Optimise

08Document

09Review

The laboratories

One decision.
One tool. One trace.

Each laboratory helps you compare options, test an assumption and produce a usable result before you commit.

01↗

Diagnose the mix

Identify inconsistencies between offer, price, channels, communication and measurement.

Score + priorities

02↗

Simulate a price

Compare revenue, margin and volume across several elasticity assumptions.

Scenarios + sensitivity

03↗

Reallocate a budget

Move the next budget unit according to marginal return and constraints.

Allocation + uncertainty

04↗

Choose a measurement

Select attribution, experimentation, incrementality or MMM for the decision at hand.

Method + action plan

The perspective

Five levers.
One system.

A promotion changes margin and perception. A channel changes service cost. A premium offer can make certain messages incoherent. The laboratory makes those dependencies visible.

See the system map →

COMMERCIAL
OBJECTIVE

Product and offerPortfolio, services and value PriceValue, margin and elasticity Distribution and channelsCoverage, economics and control Budget, measurement and allocationReturn, incrementality and constraints

Reference case

Reallocate €1.2m without increasing the budget.

Follow a full decision: 156 weeks of data, response curves, uncertainty scenarios, two-stage allocation and stopping rules.

Examine the case ↗

DECISION−€270k

removed from two channels close to saturation

CENTRAL RESULT+€121.4K

expected contribution per quarter

EVIDENCE156

documented, downloadable weeks

GUARDRAIL6 wk

pilot before moving to the target allocation

The library

From core concepts
to applied decisions.

Eight resources connect concepts, methods, tools and cases that structure marketing-mix decisions.

01ConceptMarketing mix: scope and decisionsSeparate controllable levers, context and indicators before building the system.Examine →02ConceptServices marketing mixConnect promise, capacity, price, people, process and physical evidence.Examine →03MethodMeasure willingness to payCompare stated-preference methods and field tests without confusing claims with behaviour.Examine →04MethodAttribution, incrementality or MMMCompare what each measurement family identifies and what decision it can support.Examine →05ToolMix coherence diagnosticFind inconsistencies before the trade-off is made.Examine →06ToolBrand Equity IndexCompare index families and distinguish equity, causality and financial value.Examine →07CaseLEGO distributionRead stores, e-commerce and resellers together without confusing presence and performance.Examine →08CaseOmnichannel budget reallocationFollow a documented trade-off with data, scenarios, uncertainty and stopping rules.Examine →

Verify

External reference points to bound the decision.

These primary publications support methods and their limits. They are neither client results nor evidence of this site’s performance.

Read the evidence policy →

01 · Primary sourceHolland (1986), Statistics and Causal Inference

Reference framework for separating association, counterfactual and causal effect.

Open source ↗02 · Primary sourceLewis et Rao (2015), Quarterly Journal of Economics

Power and economic limits of experimental advertising measurement.

Open source ↗03 · Primary sourceGoogle Research, Measuring Ad Effectiveness Using Geo Experiments

Primary reference for designing and interpreting a geo experiment.

Open source ↗

The editorial framework

Visible responsibility.
A controllable method.

The method, evidence policy and correction practice remain visible from this edition. The French-only Register is deliberately kept outside the translated editions.

Publication

Marketing Mix in Action is published by its editorial team.See the framework →02

Verification

Sources, calculations, comparability and limitations are separated before a conclusion.See the framework →03

Updates

Substantive corrections are qualified, dated and explained.See the framework →04

Expertise

Product, pricing, distribution, communication, measurement and allocation are considered together.See the framework →

Your starting point

Which decision do you need to make defensible?

Assess my mix ↗Test an allocation →

Next deadlines to prepare for.

See the whole register

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Research