Questions tagged [marketing]

For on-topic questions about statistics or machine learning used in marketing or market research.

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1answer
16 views

What statistics can I apply to explain how much socio demographics influence revenue?

I'm looking to explain the revenue made by a coffee shop based on socio demographic data like gender, population, ...
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1answer
26 views

How to model energy production capacity

I am doing a market research for wind energy production capacity (in megawatt) in an African country. I have data about the wind energy production capacity over the years. It looks like the following :...
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0answers
10 views

Data Balancing for uplift model

When building an uplift model (Both using indirect methods such as the two models approach and direct methods such as class transformation and causal trees) how important it is to balance the data? Is ...
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50 views

Can I estimate base sales in a Marketing Mix Model (MMM) with muddled promotional data?

I am building a marketing mix model (MMM) for an online casino, but they regularly run promotions and marketing campaigns that overlap. Trying to determine a baseline level of sales has been difficult....
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10 views

How to calculate the amount of a dependent variable that was owing to an independent variable

I have run a regression analysis on some radio marketing activity and its effect on the number of website users, however, I was wondering if there was a way to then use this to calculate the amount of ...
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9 views

Is Kruskall-Wallis H test suitable to influence marketing plan after survey?

I've run a survey which received around 270 responses from a population of around 5,500. The survey asks brief demographic questions followed by opinion questions, akin to the following: Demog Q 1: ...
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1answer
35 views

Data Pre Processing Regression Analysis

I am preparing a regression analysis of sales data and advertisement data. The sales data is from Monday to Sunday, but Sundays have a value of 0 because the store is closed. The advertisement data ...
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0answers
77 views

Failing to understand and model market mix modelling

Hello I am have been trying to get my head around marketing mix modeling for last couple of months and have not been able to exactly figure out the nuances of the modelling. I have three years of ...
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25 views

A/B testing with conversion rate higher than 1

I encountered the following issue with A/B testing. Imagine that you have a website where visitor are crazy and that they buy a lot of items each time they visit. The conversion rate of each version ...
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0answers
18 views

Markov Chain Attribution Model: Calendar periods VS Sliding Window?

I'm trying to utilize Markov Chains in order to analyze and attribute online conversions of b2b users browsing on a company web. The key question mark I'm facing is on which period length to apply the ...
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1answer
58 views

Basic AB Testing with R

Suppose there is an email campaign for customers. There are two equally divided groups A and B. B received an email with "Offer ends this Saturday. Use code B!". A did not receive the email. How ...
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1answer
35 views

ARIMA Time Series Simulation - Media Mix Model

I have designed and tested a time series model where I am able to examine the impact of various marketing channels on dependent variables (Such as sales, revenue, website traffic, etc). The model has ...
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1answer
55 views

Marketing mix model with marketing campaigns that are not consistent?

So we got sales data for six months which has 4 different marketing type campaigns running. One of them is in-store which runs for 3 months only. Another campaign is social which has the least spend ...
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11 views

MMM: sales volume or sales value as response variable?

Marketing Mix Models use either sales VOLUME or sales VALE (sales price, revenue) as response variable. Does anyone know what is the best practice and why? I think sales VOLUME is best practice, but I ...
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19 views

Predicting automotive category sales

I am trying to predict category sales for automotive market. The reason I need this variable is because I have been using it in my scoring data-set for a marketing mix model (time series regression ...
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8 views

Benchmarking Analysis (statistical approach)

Im looking for sources in order to perform some kind of statistical analysis applied to Benchmarking, i.e., "market analysis" where I'm measuring the performance of a company's products, services, or ...
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0answers
59 views

How to calculate contribution, ROI, and mROI from marketing mix model?

I've begun to read the books MARKET-SHARE ANALYSIS and Market Response Models on how to estimate marketing mix models, but, while they thoroughly detail how to model the response to promotional ...
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8 views

Testing Response Model

I'm thinking about strategies to examine how well a churn model performs. And, I know one question I'll receive is can we just target customers in the top decile of the churn model to evaluate model ...
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8 views

Is there a way to run test for A vs B for metric cost per lead = marketing cost / lead?

Is there a way to run test for A vs B for metric cost per lead = marketing cost / lead? the denominator is the total number of leads submitted from the marketing audience. the numerator is the ...
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2answers
98 views

Validity assessment of multiple regression marketing mix model

My employer has engaged a consultancy firm to carry out marketing mix modeling in order to quantify the impact of various marketing activities and promotional campaigns on overall sales and also for ...
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0answers
15 views

Hierarchical Factor Analysis - Analyzing the factor structure of an identified factor

Problem Summary After performing an exploratory factor analysis one of the resulting factors "contains" a lot of variables which make its interpretation very hard. Since all the other factors have a ...
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0answers
15 views

Estimate with 90% confidence, the mean size

The operations manager of a vehicle manufacturing plant in London wants to estimate the average size of an order received. An order is measured by the number of vehicles shipped. A random sample of ...
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0answers
21 views

Training a ML Model with more observations and same individual and interaction terms

I have a model about marketing to classify customers in groups based on their relationship duration to our product. I have as example a marker about long:1 if people are connected to the firm more ...
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0answers
251 views

Interpreting interaction term on highly correlated variables

Somebody at a meeting today made the following comment about a Marketing Mix Model (Linear Regression) we run every year. We should account for the high collinearity of the two Marketing Variables (...
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42 views

Comparing populations with multiple variables

My datasets represent the sales of a company with the phone calls they made to promote the products (some zones have sales but no phone calls). I also have the total population per zone which I Can ...
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30 views

Optimize an objective based on a trained model

I want to find a joint optimal subset based on individual scores from a predictive model. Example: Say I have a set of customers and a set of products. And I have trained a model for predicting the ...
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1answer
25 views

What methods could/should I use for identifying sub-groups in a customer segmentation?

I am working on a segmentation model that has been fed into the company by an external agency which created the segmentation based on surveys. I have a number of 6 attitudinal segments and after ...
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1answer
79 views

Does statistical significance impact uplift calculation for marketing campaign

I'm trying to understand 2 things in relation to calculating uplift from a marketing email campaign: Impact of statistical significance Impact of highly skewed data on calculating uplift The ...
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0answers
6 views

Evaluating individual Open-Rates in Email Marketing

at my company, we use email marketing to engage with our users, and I want to evaluate their performance. The standard metrics for that would be Open Rate, Click Rate, and Click-to-Open Rate. Take ...
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1answer
17 views

Mediation - uniqueness of coefficients

My question is general to mediation but perhaps best illustrated with example. I have the following situation from marketing - TV GRPs drives Paid Search clicks, and I suspect both of these ...
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1answer
28 views

Marketing Promotion modelling, effects of a competitor's promotions

I am modelling the impact of a manufacturer's promotions onto it's sales using a regression model. Furthermore, I intend to include the effects of competitor A's promotions onto the manufacturer's ...
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0answers
14 views

Marketing Funnel Percentage Calculations

I implement a marketing funnel in python and I have an issue around the topic that I can't solve neither in statistical level. Lets say that we have the funnel A which contains ...
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1answer
68 views

Coding a variable in regression that decays and goes negative and then to zero

In marketing analytics, there is a concept of adstock link that captures through a variable transformation, the decaying impact of an advertising stimulus on demand. Finding the optimal adstock rate ...
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0answers
25 views

Attribution Models reset goal after conversion

I'm building an Attribution Models service like Google's Analytics Attribution Models. I already implement the most of the service but there are some questions about reset the goal after conversion ...
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0answers
70 views

Appropriateness of running a rank sum test on Likelihood to Recommend data

I am working with Likelihood to Recommend metric that's measured on a scale of 1-10. The objective is to test for statistically significant improvement/decline (period over period) in the metric. On a ...
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0answers
31 views

Advice on ML ideas/models for a data set I have [closed]

I have a very large marketing data set (300GB in size) and I am wondering what ML models I can apply to it. The dataset consists of transactional data from supermarkets. The type of data I have is the ...
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0answers
25 views

regression with percentage DV and multiple dummy IV

I am running a market analysis about e-mail responses for my marketing class. I have the following data entries: Observations: 400 different sequences of e-mails where sent to different target ...
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1answer
48 views

Controlling for categorical variables when generating logistic regression elasticity curve

Assume we have a multiple logistic regression model with 3 continuous independent variables (x1,x2,x3). I understand that if we want to create an elasticity curve for a continuous variable of ...
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0answers
40 views

Test the difference between average value of 2 random variables

I am doing an exercise on marketing analysis to determine the strategy that a brand should follow based on historical weekly data collected from supermarkets that sell the brand (let say brand1) and 4 ...
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0answers
33 views

Dilemma concerning prediction of user satisfaction

Imagine that you have data with information about users : Age, sex, location, etc ... with the answer to two additional questions : Q1 = Have you tried product P ? yes/no ; Q2 = Did you enjoy product ...
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0answers
32 views

Determining relation between branding spend and sales growth

A company exports a units of product to a distributor in a foreign country. This distributor then sends units to dealers across the country who run shops that sell the product. Until May 2017, ...
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2answers
141 views

CausalImpact: Valid for Single Market [closed]

Is it possible to use the R package CausalImpact (Brodersen et. al, 2015) to estimate the incremental lift of running a local TV ad campaign in Iowa City,IA? We are also running national TV ads across ...
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2answers
83 views

Coefficient with a high cor and low p-value in a high R² regression. How to interpret?

first time asking something on cross validated. I'm doing an analysis on the performance of marketing campaigns. I've done a few linear regressions with the dataset trying to explain as much variance ...
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1answer
73 views

How do I measure impact of an intervention of time series without historical data of the same series?

I'm trying to evaluate the impact of an intervention in the most statistically accurate way possible but I'm having a hard time figuring out a way measure incremental growth along with statistical ...
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0answers
92 views

What is the practical difference between different significance calculators for A/B tests?

As background information I could say that we are currently studying A/B testing in University digital marketing class. As I have quite little background in statistics I am little bit wondering about ...
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0answers
68 views

Calculate the Probability of a call being answered

We do B2B telemarketing and our main goal is to call someone at a time when the person actually answers the call. I have divided 8 to 6 workday into ten one-hour blocks. Some people tend to answer ...
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0answers
31 views

I found it's very hard to understand a hypothesis in an advertising repetition's effects study

In the meta analysis study by Schmidt & Eisend (2015) which won the Journal of Advertising Best Article Award, I found a hypothesis very hard to understand. I don't know whether I'm wrong or not......
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1answer
393 views

Rstats: From Discrete choice to Conjoint utilities

I'm having trouble figuring out how to correctly calculate Conjoint Part-worth-utility from a Discrete choice experiment. I have recently run a Pilot study to analyse in R where I used the packages “...
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0answers
90 views

How to choose a ML model when the goal is both reasonable prediction AND inference?

I'm relatively new to machine learning. I have come across the "ML is for prediction not inference” statement but this did not really sink in until my current project, a marketing mix modelling ...
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1answer
505 views

Book or paper recommendations in the field of Marketing and Advertising Statistics

I come from a stats background, but am currently working in a marketing/advertising statistics setting. I would like to see how stats is applied to this field so I don't have to reinvent the wheel. I ...