Case study describing estimation of Marketing Mix econometric sales modelling on packaged food fast moving consumer goods product on UK market. Model bases on two step modelling approach, using ordinary least squares method. Adstock data transformation has been used to evaluate advertising impact with time distributed lag. Paper presents non-linear relations between market distribution, consumer price levels and advertising. Final step is 52 weeks forward sales forecast and its accuracy evaluation.

1. PRESENTATION: Predictive Marketing Mix Modelling in FMCG Packaged Food Category Including Price and Advertising Impact, Zip archive data, at least v2.0 to extract, 0.6MB
2. FULLTEXT: Predictive Marketing Mix Modelling in FMCG Packaged Food Category Including Price and Advertising Impact, Zip archive data, at least v2.0 to extract, 0.4MB

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