Market Response Modelling
R for marketing and business analytics
Cheryl Isabella
Project Introduction
This project aims to use market response modelling to develop the right marketing mix for a hypothetical telecommunications provider.
In this scenario, the telecommunications provider currently uses traditional advertising (mainly TV) and Facebook to market its subscriptions.
Data
This project will analyse how effective the current channels are in acquiring new customers. Therefore, the following data were collected:
- number of newly acquired customers across 118 weeks
- the investment in traditional advertising
- the number of impressions of Facebook posts initiated by the telecommunications provider
- information about media and buzz events, holiday periods, promotions
- marketing buzz about the telecommunications provider on Twitter.
The variables and their descriptions are shown below:
