Marketing Mix Modelling (MMM) Project

A Marketing Mix Modelling project for an E-Commerce company

Business Problem Statement

To build a M arket M ix M odel for ElecKart (an e commerce firm based out of Ontario, Canada) for 3 product sub categories Camera Accessory, Gaming Accessory and Home Audio To observe the actual impact of various marketing variables over one year (July 2015 to June 2016) and recommend the optimal budget allocation for different marketing levers for the next year.

Business Objective

• Performance Driver Analysis - KPIs impacting the top-line performance
• Impact Analysis on Marketing ROI - Quantitative impact of each channel on revenue
• Optimizing Marketing Spends - Recommendation to allocate the marketing budget to gain the highest outcome

All the relevant data sets can be downloaded from here - https://drive.google.com/drive/folders/1LMU-jl0DgV4qcQKuO9P-R9Asd1_pexmV