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01
Marketing mix
Explore02
Fundamentals
ExploreThe 4Ps of marketing: method, matrix and worked example/en/marketing-mix/4p/
ANALYSIS→The 7Ps of marketing: method, calculation and choice of framework/en/marketing-mix/7p/
ANALYSIS→B2B marketing mix: contract economics and trade-offs/en/marketing-mix/b2b/
ANALYSIS→Services marketing: capacity, price and worked example/en/marketing-mix/services/
ANALYSIS→E-commerce marketing mix: margin, CAC and worked example/en/marketing-mix/e-commerce/
ANALYSIS→Retail marketing mix: availability and media profitability/en/marketing-mix/retail/
ANALYSIS→SaaS marketing mix: packaging, LTV, CAC and retention/en/marketing-mix/saas/
ANALYSIS→Media mix: roles, horizons and quantified allocation/en/marketing-mix/media-mix/
ANALYSIS→Marketing mix and marketing plan: roles and articulation/en/marketing-mix/marketing-plan/
ANALYSIS→Digital marketing mix: method and decision map/en/marketing-mix/digital/
ANALYSIS→Marketing strategy and marketing mix: roles and cascade/en/marketing-mix/marketing-strategy/
ANALYSIS→03
Diagnosis
ExploreMarketing mix diagnostic/en/marketing-mix-diagnostic/
TOOL→Marketing-mix audit: grid and reproducible method/en/marketing-mix-diagnostic/audit/
ANALYSIS→Marketing-mix coherence: matrix and risk score/en/marketing-mix-diagnostic/assess-coherence/
ANALYSIS→Marketing maturity: diagnostic, thresholds and action plan/en/marketing-mix-diagnostic/maturity/
ANALYSIS→Marketing diagnostic data: preparation grid/en/marketing-mix-diagnostic/required-data/
ANALYSIS→Marketing data quality: controls and thresholds/en/marketing-mix-diagnostic/data-quality/
ANALYSIS→Current mix and target mix: gap-analysis method/en/marketing-mix-diagnostic/current-mix-target-mix/
ANALYSIS→04
Product
ExploreProduct portfolio: method, map and arbitration/en/product-offer/
ANALYSIS→Range structure: rationalisation and net contribution/en/product-offer/product-range-architecture/
ANALYSIS→Product packaging: formats, unit price and margin/en/product-offer/packaging/
ANALYSIS→Bundles: margin calculation, cannibalisation and decision/en/product-offer/bundles/
ANALYSIS→Product cannibalisation: calculation, threshold and worked case/en/product-offer/cannibalization/
ANALYSIS→Product portfolio: roles, overlaps and trade-offs/en/product-offer/product-portfolio/
ANALYSIS→Product margin: full calculation by SKU and decision/en/product-offer/product-profitability/
ANALYSIS→Product differentiation: method and value calculation/en/product-offer/differentiation/
ANALYSIS→Bass model: formula, adoption forecast and limits/en/product-offer/bass-adoption-forecast/
ANALYSIS→05
Price
ExplorePricing: does a new price justify the risk?/en/pricing/
TOOL→Price elasticity: formula, estimate and contribution threshold/en/price/price-elasticity/
ANALYSIS→Willingness to pay: methods, bias and price choice/en/price/willingness-to-pay/
ANALYSIS→Price architecture: price tiers and price-pack/en/price/pricing-architecture/
ANALYSIS→B2B pricing: economic value, corridor and worked case/en/price/b2b-pricing/
ANALYSIS→Promotion: break-even, increment and margin/en/price/promotions/
ANALYSIS→Price test: power, sample size and decision rule/en/price/price-tests/
ANALYSIS→Value pricing: corridor, calculation and decision/en/price/value-pricing/
ANALYSIS→Cross-elasticity: formula, matrix and worked case/en/price/cross-elasticity/
ANALYSIS→Perceived value and PERVAL: dimensions, calculation and limits/en/price/perceived-value-perval/
ANALYSIS→06
Distribution
ExploreMarketing distribution: channel economics and decision/en/channel-distribution/
ANALYSIS→Distribution strategy: direct, indirect or hybrid architecture/en/channel-distribution/distribution-strategy/
ANALYSIS→LEGO Distribution Strategy & Channels: 2025 Analysis/en/channel-distribution/distribution-strategy/lego/
ANALYSIS→Omnichannel: margin calculation, transfers and decision/en/channel-distribution/omnichannel/
ANALYSIS→Margin by channel: full cost-to-serve model/en/channel-distribution/margin-by-channel/
ANALYSIS→Evaluating a new channel: margin, transfer and threshold/en/channel-distribution/open-new-channel/
ANALYSIS→Marketplaces: profitability calculation and channel decision/en/channel-distribution/marketplaces/
ANALYSIS→07
Communication
ExploreMarketing communication: roles, calculation and scorecard/en/communication/
ANALYSIS→Communication mix: paid, owned, earned roles and measurement/en/communication/communication-mix/
ANALYSIS→Media reach and frequency: calculations and thresholds/en/communication/reach/
ANALYSIS→Creative effectiveness: protocol, metrics and decision/en/communication/creative-effectiveness/
ANALYSIS→Media synergies: factorial design and interaction calculation/en/communication/channel-synergies/
ANALYSIS→Paid media: allocation by incremental return/en/communication/paid-media/
ANALYSIS→Share of voice: calculation, ESOV and budget/en/communication/share-of-voice/
ANALYSIS→08
Coherence
ExploreBrand and performance: budget, measurement and trade-off/en/marketing-mix-coherence/brand-performance/
ANALYSIS→Marketing-mix coherence: method and graph/en/marketing-mix-coherence/
ANALYSIS→Product-price coherence: value ladder and margin/en/marketing-mix-coherence/product-price/
ANALYSIS→Price-channel coherence: margin, conflict and architecture/en/marketing-mix-coherence/price-channel/
ANALYSIS→Price–communication coherence: evidence threshold and margin/en/marketing-mix-coherence/price-communication/
ANALYSIS→Short- and long-term marketing: arbitration method/en/marketing-mix-coherence/short-term-long-term/
ANALYSIS→09
Allocation
ExploreMarketing budget allocation/en/marketing-budget-allocation/
TOOL→Marketing marginal return: calculation and allocation/en/marketing-budget-allocation/marginal-roi/
ANALYSIS→Marketing response curves: comparing three models/en/marketing-budget-allocation/response-curves/
ANALYSIS→Acquisition or retention: allocation method/en/marketing-budget-allocation/acquisition-retention/
ANALYSIS→Marketing budget reallocation: rules and guardrails/en/marketing-budget-allocation/reallocation-rules/
ANALYSIS→10
Use cases
ExploreCutting the marketing budget by 10% without pro rata/en/use-cases/reduce-budget-10/
ANALYSIS→Cutting the marketing budget by 20% with robustness/en/use-cases/reduce-budget-20/
ANALYSIS→Increasing the marketing budget: allocation by tranches/en/use-cases/increase-budget/
ANALYSIS→Reallocate €1.2m without increasing the budget/en/case-studies/omnichannel-budget-reallocation/
ANALYSIS→Launching a new offer: worked case and decision/en/use-cases/launch-new-offer/
ANALYSIS→Changing a price: causal test and economic risk/en/use-cases/change-price/
ANALYSIS→Simulated channel-entry case: threshold and cannibalisation/en/use-cases/open-new-channel/
ANALYSIS→Offer repositioning: threshold, option and worked case/en/use-cases/reposition-offer/
ANALYSIS→Little marketing data: learning plan and VOI/en/use-cases/low-data-volume/
ANALYSIS→Multi-country marketing allocation: margin, currency and risk/en/use-cases/multi-country-marketing-mix/
ANALYSIS→11
Measurement
ExploreMarketing measurement: evidence architecture and calculation/en/marketing-measurement/
ANALYSIS→Marketing KPIs: measurement contract and worked case/en/marketing-measurement/kpi-architecture/
ANALYSIS→Marketing causality: bias, counterfactual and diagnosis/en/marketing-measurement/correlation-causality/
ANALYSIS→Marketing incrementality: methods and choice of counterfactual/en/marketing-measurement/incrementality/
ANALYSIS→Marketing geo test: design, power and bias/en/marketing-measurement/geo-experiments/
ANALYSIS→Marketing triangulation: combining evidence without averaging/en/marketing-measurement/triangulation/
ANALYSIS→Attribution, incrementality or MMM: which method for which decision?/en/attribution-incrementality-mmm/
TOOL→Brand effects: measurement, causality and value/en/marketing-measurement/brand-effects/
ANALYSIS→Marketing experimentation: choosing the right protocol/en/marketing-measurement/experimentation/
ANALYSIS→BDI, CDI, MRI and BAS: formulas, calculations and limits/en/marketing-measurement/bdi-cdi-mri-bas-indices/
ANALYSIS→Customer lifetime value (CLV): formula, CLV/CAC ratio and limits/en/marketing-measurement/customer-lifetime-value-clv/
ANALYSIS→RFM segmentation: scores, segments and retention decisions/en/marketing-measurement/rfm-segmentation/
ANALYSIS→Customer profitability: cost to serve, whale curve and decisions/en/marketing-measurement/customer-profitability/
ANALYSIS→CAC: customer acquisition cost, incremental CAC and payback/en/marketing-measurement/customer-acquisition-cost-cac/
ANALYSIS→Loyalty programme: incremental effect, cost and profitability/en/marketing-measurement/loyalty-programme/
ANALYSIS→Cross-selling: incremental purchase rate, discount and margin/en/marketing-measurement/cross-selling/
ANALYSIS→Inactive customer reactivation: who to target, at what cost/en/marketing-measurement/inactive-customer-reactivation/
ANALYSIS→Customer value: CLV, CAC, profitability, loyalty and reactivation/en/marketing-measurement/customer-value/
ANALYSIS→Average order value: calculation, purchase frequency and margin per customer/en/marketing-measurement/average-order-value/
ANALYSIS→Customer share of wallet: calculation, potential and priorities/en/marketing-measurement/share-of-wallet/
ANALYSIS→Churn rate: calculation, retention and cohorts/en/marketing-measurement/churn-rate/
ANALYSIS→12
MMM
ExploreMarketing Mix Modeling: specification guide/en/marketing-mix-modeling/
ANALYSIS→MMM data: variation, correlation and feasibility/en/marketing-mix-modeling/data/
ANALYSIS→MMM data quality: controls and go/no-go decision/en/marketing-mix-modeling/data-quality/
ANALYSIS→MMM adstock: geometric, Weibull and half-life/en/marketing-mix-modeling/adstock/
ANALYSIS→MMM saturation: Hill, logarithm and Michaelis-Menten/en/marketing-mix-modeling/saturation/
ANALYSIS→Validating a Marketing Mix Model: diagnostics and thresholds/en/marketing-mix-modeling/validation/
ANALYSIS→MMM calibration: Bayesian method and worked case/en/marketing-mix-modeling/calibration/
ANALYSIS→MMM governance: risk levels and validation/en/marketing-mix-modeling/governance/
ANALYSIS→Bayesian MMM: priors, posteriors and decision/en/marketing-mix-modeling/bayesian-models/
ANALYSIS→13
Evidence resources
ExploreTeaching MMM dataset: 156 weeks/en/datasets/
ANALYSIS→Marketing methods: a comparator by decision and evidence/en/methods/
ANALYSIS→Marketing response curves: library and parameters/en/response-curve-library/
ANALYSIS→Simulated marketing benchmark: method and limits/en/benchmarks/
ANALYSIS→Evaluate marketing-science software/en/software/
ANALYSIS→14
Optimisation
ExploreMarketing-mix optimisation: frontier and robustness/en/marketing-mix-optimization/
ANALYSIS→Marketing-mix sensitivity analysis: method/en/marketing-mix-optimization/sensitivity-analysis/
ANALYSIS→Comparing marketing scenarios: method and matrix/en/marketing-mix-optimization/scenario-comparison/
ANALYSIS→Marketing constraints: formulation and shadow price/en/marketing-mix-optimization/constrained-optimization/
ANALYSIS→Robust marketing-mix optimisation: minimax regret/en/marketing-mix-optimization/robust-optimization/
ANALYSIS→