Jenner Studio application · Version 0.1.0

Marketing Mix: marketing mix modelling on your own data

An application for Jenner Studio, published by Jenner Analytics.

Marketing Mix takes your own sales, media, price and weather files to the weekly table a marketing mix model (MMM) starts from. Every step writes a SAS program from what is on the screen and shows it under "The program", and every run lands in your Jenner Studio project with its log.

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Needs Jenner Studio, which is part of Jenner. Plans are on the pricing page.

Marketing Mix, step by step

  1. 1

    Data

    Sources · Checks · Model table

    In 0.1.0
  2. 2

    Estimate the baseline

    Coming
  3. 3

    Choose the drivers

    Coming
  4. 4

    Read the experiments

    Coming
  5. 5

    Fit any or all of six models

    Coming
  6. 6

    Compare the models

    Coming
  7. 7

    Plan the budget

    Coming

§1 How it works

How does Marketing Mix work?

Nothing happens out of sight. Each step is a program you can read, and each run is kept.

Every step is a SAS program

Each step writes a SAS program from what the screen holds and shows it under "The program", so you can read exactly what will run.

Every run is kept in your project

Each run lands in your Jenner Studio project together with its log, next to the rest of your work.

Explanations come from your results

The explanations are sentence templates filled in from the run's own results.

§2 Ready in version 0.1.0

Step 1, Data: from your files to the model table

The first step has three tabs: Sources, Checks and Model table.

Tab 1

Sources

Add .csv, .xlsx or .sas7bdat files, or tables in a library. Each source is added as facts, a lookup, a calendar or an experiment.

Each source is profiled: rows, column types, missing values, ranges and distinct values. For dates, the profile says how far apart they are: a day, a week, a month or a quarter.

ColumnRoleTypeMissing
week_starttimedate, a week apart0
store_idplacetext0
units_soldoutcomenumber14
tv_spendspend, channel TVnumber0
shelf_pricepricenumber3

Example profile of one source (invented data)

Column roles

Marketing Mix guesses the role of every column, and you can change any of them.

What, where and when
place, product, time
Sales and media
outcome, amount, spend, activity with a channel
Prices and other measures
price, share, flag, index
Weather
temperature, precipitation, level
Keys and locations
lookup key, ZIP code, location

Tab 2

Checks

Marketing Mix looks for the problems that spoil a model. Each finding is marked "must fix" or "worth a look".

  • Values below zero
  • Prices of zero
  • Shares outside 0 to 1, such as 45 for 45%
  • Flags that are not 0 or 1
  • Temperatures out of range
  • Missing-value codes such as 999 or -99
  • Extremes more than five times the 99th percentile
  • A change of scale
  • Duplicate keys
  • Places with gaps
  • Numbers read as text, such as "$1,204.50"
  • Missing keys

Tab 3

Model table

The last tab writes the weekly table a marketing mix model starts from.

  1. 01Choose the product level and the place level.
  2. 02Choose the day weeks start on and how many weeks to hold back.
  3. 03Daily data is added up into weeks.
  4. 04Monthly and quarterly data is spread over the days, then added up.
  5. 05Each shop gets the weather from its nearest weather station.

Try it on the example data

Marketing Mix comes with example data for a simulated manufacturer: sales, products, stores, media, competitors, search, weather, weather stations, a calendar and two geo experiments, with the column roles already set. It is simulated, so it belongs to no real company.

Start with your own data

Version 0.1.0 reads your files, checks them and writes the table a marketing mix model starts from.

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§3 Coming next

What is coming next in Marketing Mix?

These steps are being built. They are not in version 0.1.0.

  1. 02

    Coming

    Estimate the baseline

  2. 03

    Coming

    Choose the drivers

  3. 04

    Coming

    Read the experiments

  4. 05

    Coming

    Fit any or all of six models

  5. 06

    Coming

    Compare the models

  6. 07

    Coming

    Plan the budget

§4 What you need

What do you need to run Marketing Mix?

Marketing Mix needs Jenner Studio, which is part of Jenner. It installs into Jenner Studio and shows up there. Plans and prices are on the pricing page.

Buy
Application
Marketing Mix
Publisher
Jenner Analytics
Version
0.1.0
Runs in
Jenner Studio, part of Jenner
Programs
SAS language, shown for every step

§5 Related

Learn the method, or have us build the models

Free course: Marketing Mix Modeling with SAS Code

Our free video course on the Marketing Analytics page takes a simulated retailer from raw store sales to a budget decision.

Watch the free course →

Marketing Analytics service

If you would rather have us build marketing mix models on your data and deploy them in your own infrastructure, that is our Marketing Analytics service.

See the Marketing Analytics service →

Frequently Asked Questions

Marketing Mix is an application for Jenner Studio, published by Jenner Analytics, for marketing mix modelling (MMM) on your company's own data. Version 0.1.0 does step 1, Data: it reads your files, checks them and writes the weekly table a model starts from.

Step 1, Data, in three tabs. Sources adds and profiles your files and guesses each column's role. Checks finds problems such as negative values, shares written as percentages and numbers read as text, each marked "must fix" or "worth a look". Model table builds the weekly table, with the weather from each shop's nearest weather station.

Estimating the baseline, choosing the drivers, reading the experiments, fitting any or all of six models, comparing them and planning the budget. These steps are being built and are not in version 0.1.0.

Yes. Every step is a SAS program written from what is on the screen and shown under "The program". Each run lands in your Jenner Studio project with its log, and the explanations are sentence templates filled in from the run's results.

.csv, .xlsx and .sas7bdat files, and tables in a library. Each one is added as facts, a lookup, a calendar or an experiment.

Marketing Mix needs Jenner Studio, which is part of Jenner. It installs into Jenner Studio and shows up there. Plans and prices are on the pricing page.

Get Marketing Mix

Marketing Mix runs in Jenner Studio, part of Jenner. Plans and prices are on the pricing page.

Buy
Read the Advertising Analytics guideAsk us a question first

Questions about Marketing Mix?

Tell us about your data and what you want to measure, and we will get back to you.

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