Marketing Mix Modeling

Marketing mix modeling is both an art and a science. There is no substitute for the hands on experience our team brings to every engagement. Over the last 18 years, the Hudson River Group has created thousands of customized models for a wide range of clients and industries. We have proven in-depth industry specific expertise and functional (statistical modeling capabilities) expertise that enables us to provide actionable recommendations that improve business results.

Business performance in any industry is impacted continually by a confluence of marketing and marketplace activities. The ability to delineate the individual impact of these activities (return on marketing investment) requires the use of statistical techniques and business intelligence. To aid in these optimization processes, the Hudson River Group develops a wide range of PC-based marketing ROI simulators. Each simulator is customized to our client's needs and their model results.

With knowledge of these individual impacts and the synergies between them, it is possible to pinpoint the reasons behind changes in business performance over time. In conjunction with profit margin and spending information, it is also possible to determine the financial return of marketing activities or ROMI.

Knowing the relative ability of marketing activities to drive sales and ROI, it is possible to reallocate the mix to optimize strategic goals. This allows for significant increases in business performance (ROI & ROMI) to be realized against the same marketing dollars by our clients.