The fundamental output of a Marketing Mix Modeling project is based on the Model. During the Modeling phase, the analytics team needs to dive deeply into the statistical details and specifications to make sure that the overall model is robust and ready to be shared with the stakeholders.
Pooled Regression can be used when the model is created at the regional level. This means that the details are crucial. Hence the analyst should have available time series of cross-sections i.e., data that has observations over time for several groups or cross-sections. The latter could be a region, store, DMA, consumer segment, etc.
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