Mini-project
Retail, E-commerce & Consumer Goods
Marketing mix model for ad spend
Find which channels (TV, digital, print, offers) really drive sales and how to split the next budget.
The brief
A marketing head spends on four channels and credits whichever looks best on the day. Fit a model of weekly sales on spend by channel, with delayed effect and diminishing returns, estimate each channel's return, and recommend how to split the next budget. Good looks like: a model that recovers the true effects of the data you simulate, uncertainty shown, and a budget plan with the expected change in sales.
What you will build
- Simulate two years of weekly sales and spend
- Model carry-over and saturation of advertising
- Fit a regression and check it
- Estimate return per channel with a range
- Optimise the budget split
- Write a plan for a marketing head
Free, open data to build it with
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