Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/4177
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dc.contributor.authorSawant, Jaihind-
dc.contributor.authorParasuram, Kolli-
dc.date.accessioned2022-11-16T11:18:09Z-
dc.date.available2022-11-16T11:18:09Z-
dc.date.issued2021-
dc.identifier.urihttps://ir.iimcal.ac.in:8443/jspui/handle/123456789/4177-
dc.description.abstractMarketing refers to activities that promote the buying or selling of goods or services. The promotion is done for the product to reach its target customers. The end goal of marketing is to increase sales with a limited budget allotted to marketing. At the start of the century, the number of channels to promote a product are limited, such as TV, Radio, Billboards, etc., which can be humanly manageable. But in today's digital world, more channels were added to promote a product, such as Facebook, YouTube, Instagram, etc. Hence, when a specific Marketing budget is allotted, how much money has to be spent on different channels to maximize a firm's sales is the burning question for any company's marketing team. This is where AI/ML helped them make datadriven decisions by creating the Market Mix Modeling (MMM) technique.en_US
dc.language.isoen_USen_US
dc.publisherStudents of PGDBA Post Graduate Diploma in Business Analytics, IIM Calcuttaen_US
dc.relation.ispartofseriesVol.2;-
dc.subjectMarketingen_US
dc.subjectSalesen_US
dc.subjectMarket Mix Modeling (MMM) techniqueen_US
dc.subjectRobyn techniqueen_US
dc.titleRevolutionizing Market Mix Models - Robynen_US
dc.typeArticleen_US
Appears in Collections:AINA 2.0 - Volume 2 Edition 2020-21

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