Usage of the marketing mix econometric model for quantitative analysis of patterns in sales dynamics

The article is devoted to a quantitative analysis of patterns in sales dynamics using econometric Marketing Mix models. The work carried out a statistical assessment of the impact and direction of the influence of factors of advertising and marketing activity, external factors, seasonality, calendar features, competitors’ activity and other factors on the company’s sales. The optimal set of factors was determined taking into account the identified patterns (using numerical optimization methods). The work defines areas in which Marketing Mix models can be used. Possible directions of their use and effect are indicated. In the article, an analysis of foreign experience in the usage of Marketing Mix models was carried out. As the study showed, the usage of the Marketing Mix econometric model made it possible to characterize each of the factors selected in the study to determine the degree of their influence on the company’s sales. An assessment was carried out, reflecting the specifics of the analysis of media channels and allowing to estimate the return on investment in advertising. It is concluded that an important task of any company is the ability to realize the degree of influence of each of the external factors that have an effect on sales in order to maximize the profitability of the company.