Marketing mix modeling for CPG brands: the data you need
Every data source a CPG mix model needs, and where it usually lives.
Trade promotion ROI, net of the post-promotion dip
Why promotion-week reads overstate returns, and how to measure them net.
Questions
Who writes these guides?
The MMMflow team at Jarta Labs. Example numbers come from our own tests on made-up data and are labelled that way.
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