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.
A linear model does not really help the analyst understand and model how consumers behave in real life. Al log-linear model could be used to solve this issue. It is a multiplicative model that is composed of two main categories of variables, which are the relative and the incremental variables.
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