Axtria Conducted Market Mix Modeling For A Top US Pharma Company Situation Client, a leading brand from a top healthcare and medical products company, wanted to establish an optimum marketing mix model and calculate the ROI for marketing activities. Detailing Digital Television Radio National/Regional Publications Out of Home media Challenges The marketing spend data was non-granular, monthly spends for the channels were most at city level, with spends for some channels like Television at national level Multiple overlapping channels were employed simultaneously To account for unequal sizes of ZIP codes, there was need for data normalization to provide an unbiased estimate of effectiveness Client further wanted to estimate impact/effectiveness of publications in different cities/markets

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