| Title |
Econometrical marketing mix models / |
| Translation of Title |
Ekonometriniai mišrios rinkodaros modeliai. |
| Authors |
Mazanauskaitė, Akvilė |
| Full Text |
|
| Pages |
24 |
| Keywords [eng] |
Marketing Mix, S-shape, Ad-Stock, short term ROI, long term ROI. mišrios rinkodaros modeliai, S-kreivė, trumpalaikė investicinė grąža, ilgalaikė investicinė grąža |
| Abstract [eng] |
In this thesis Marketing Mix Model methodology will be studied. The main purpose of this thesis is to prove model consistency and to prove that optimizing R-square, by solving multiple parameters, the procedure return consistent parameters. Also, there will be important to find short and long term of return of investments. In order to succeed goal of the thesis, one of the biggest brand with physical shops in Lithuania was examined. The coefficient for 10 different media and 17 different campaigns were found. The results prove model consistency and coefficients stability and show that these type of optimization problems could be further used. |
| Dissertation Institution |
Vilniaus universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2020 |
