Operations Research topics: SAS/OR,
SAS Optimization, and SAS Simulation Studio

multiple regression in marketing mix model

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multiple regression in marketing mix model

hi,
can any one tell me how multiple regression can be used in SAS to develop a marketting mix model.

Thank you.
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Re: multiple regression in marketing mix model

Generally, in marketing mix models, you would start with PROC REG.

Your dependent variable "Y" would be sales, transactions, or units sold.

Your independent variables "X" would be your marketing mix variables (things like base price, discount, ad, display, etc.) and any other differentiating factors.
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