SAPIENS, Marketing Mix Models

• Marketing efforts are designed to attract consumers to the brand doing the advertising
• But competitive actions also have this same goal!
• To correctly model the volume of a brand, we must therefore model the entire category and take into account all the competitive actions.
• Moreover, the volume of the category itself evolves according to other considerations: season, economic climate, price index, etc.
• It is the combination of the two models “market share” and “volume of the category” which gives the expected result in volume for the brand.

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