Marketing Mix Modeling

Post-pandemic Pharma Landscape: Toward Agile Data-driven Efficiency The pharmaceutical industry is facing growing competition with increasing pricing pressures and strict regulations. Evolving drug regulatory landscape and supply disruptions caused by the pandemic cast a shadow on operations. Such challenges have been instrumental in keeping businesses on their toes. To reduce their costs and increase profitability,…

Background to Data Privacy The concern about data privacy is ever-growing. Consumers have realized that the belief that “Everything is free on the internet” is not true. We provide data related to our likes, dislikes political & religious inclinations, etc. All the data that we give out is used to build sophisticated algorithms that come…

Background to the Global Software Market Software is an integral component of digitalization that enables its users to operate and perform any specific task through a computer/mobile. The global software market is slated to grow by over $250 billion during 2021-2025 at a CAGR of 7.17 % during the same period. The two major distinctions…

Marketing mix models (MMM) are one of the most efficient methods for determining media placement effectiveness in pharma. But as data availability evolves and consumer behaviour shifts along with new methodologies to capture those shifts, this effectiveness can be questioned. MMMs help you analyse the data so that you can predict the return on investment…

Marketing mix analysis is an ideal way to measure the impact of different marketing channels for various industries, including pharma. The algorithm is quite simple, which further adds to its quick adoption and popularity. It provides us with intuitive, easy-to-explain, and useful results while offering many downstream applications of the channel’s incremental impact. For instance, we…