Performance measurement and optimisation are essential for assessing the effectiveness of your marketing activities. Here you’ll find tips and tools for continuously improving your results.
Today’s companies need to constantly evaluate their performance in order to stay ahead.
A key indicator, often overlooked, is Acquisition Value (AV).
This concept focuses on the value a company derives from acquiring a new customer, and plays a crucial role in the development of marketing strategies, especially in customer-centric sectors.
Understanding Acquisition Value: A Key Indicator in Marketing Strategy Read More »
Marketing mix modeling (MMM) can be seen as an evolution of traditional marketing analysis, adapted to the complexities of today’s data-driven, digital environment.
Fundamentally, MMM refers to a set of statistical techniques used to measure the impact of various marketing activities (such as advertising, promotions, pricing and distribution) on business results, such as sales or brand value.
Marketing Mix Modeling: Combining Creativity and Data-Driven Optimization Read More »
At a time when data is at the heart of decision-making in many sectors, the importance of statistical analysis tools has never been greater.
Whether to assess market trends, improve business operations or advance scientific research, understanding and applying statistical techniques helps to make sense of complex data sets.
But what are the essential tools of statistical analysis today?
This article explores some of the most important tools and software on which statisticians and data analysts rely.
The essential tools of statistical analysis: A guide to modern data interpretation Read More »
The Bass diffusion model predicts the timing of new product purchases by assuming that the probability of purchase depends on the number of previous buyers.
It uses coefficients for innovative and imitative behavior to predict the adoption of consumer durables, among other products.
Innovation coefficient
(p): Represents the influence of external factors on product adoption.
Imitation coefficient
(q) : Represents the influence of previous adopters on potential adopters.
Total potential market (m): The total number of potential adopters of the product.
Bass Model Forecast Read More »
Marketing Mix Modelling (MMM) is a statistical analysis method that enables companies to measure and optimize the impact of their marketing actions on sales and commercial performance. It uses historical data to understand how the different levers of the marketing mix – product, price, place (distribution) and promotion – influence financial results. 1. What is
Understand the fundamentals of Marketing Mix Modelling (MMM) Read More »
The world of modern marketing is increasingly data-driven, making performance measurement and optimisation essential to success. This section takes you to the heart of advanced techniques for transforming raw data into valuable insights and concrete improvements to your marketing strategies.
Introduction to the Performance Measurement and Optimisation Section Read More »
