Data defines the model by dint of genetic programming, producing the best decile table.

Marketing Mix Model: A Genetic Approach
Bruce Ratner, Ph.D. 

Marketing mix models are defined by the "4P" marketing decision variables: Product (Does the product/service meet the needs of the customer?) , Price (re: list price, discounts, financing, leasing, allowances, etc.), Place (re: location, channel, market coverage, internet, etc.), and Promotion (re: advertising, public relations, message, media, etc.). Marketing mix models are concerned with either 1) the individual effect of a marketing decision variable, and/or the interaction effects of combinations of the variables, or 2) the levels of the marketing mix variables, as to their optimal effect on the target variable. The target variable is a performance measure, such as sales, market share, or profitability. There are many statistical marketing mix modeling approaches, which are based on a pre-selected inflexible parametric, assumption-full model. The purpose of this article is to present an alternative flexible nonparametric, assumption-free approach - the GenIQ Model©. The GenIQ Model (based on genetic programming; not calculus as used in statistical modeling optimization) let's the data determine the model itself, along with optimizing the target variable. Two cases studies show that the genetic approach to the marketing mix modeling problem is quite promising.

For more information about this article, call Bruce Ratner at 516.791.3544 or 1 800 DM STAT-1; or e-mail at
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