Marketing Mix Modeling

Overview

This is a project for a marketing mix modeling study case in an online marketplace company. The dataset consists of various brand of electronic products, sales number, discount, and technology. We use regression analysis to see the correlation between sales, price, and marketing expense. We also analyze the effect of each brand equity to sales. This project uses R.

Dataset

For this project, we use dummy data that represents product data, sales data, and marketing data of Amazon TV product sales. The R script to download those data resides within the R script.