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OHAL since the late 1980s. These agencies took MMM from being a little-used and academic discipline to being a widespread and common marketing tool. Improved availability of data, massively greater computing power, and the pressure to measure and optimize marketing spend has driven the explosion in popularity as a marketing tool. In the recent times MMM has found acceptance as a trustworthy marketing tool among the major consumer marketing companies. Often in the digital media context, MMM is referred to as attribution modeling. An executive is a mixer of ingredients, who sometimes follows a recipe as he goes along, sometimes adapts a recipe to the ingredients immediately available, and sometimes experiments with or invents ingredients no one else has tried.
According to Borden, “When building a marketing program to fit the needs of his firm, the marketing manager has to weigh the behavioral forces and then juggle marketing elements in his mix with a keen eye on the resources with which he has to work. In the long term, all four of the mix variables can be changed, but in the short term it is difficult to modify the product or the distribution channel. They added “People” to the list of existing variables, in order to recognize the importance of the human element in all aspects of marketing. They added “process” to reflect the fact that services, unlike physical products, are experienced as a process at the time that they are purchased. Desktop modeling tools such as Micro TSP have made this kind of statistical analysis part of the mainstream now. Most advertising agencies and strategy consulting firms offer MMM services to their clients. Marketing mix modeling is an analytical approach that uses historic information, such as syndicated point-of-sale data and companies’ internal data, to quantify the sales impact of various marketing activities.