Marketing mix analysis directory

Use this directory to start from a decision rather than from a marketing label. Each route states its scope, the data it needs and what its method can and cannot support.

Design the mix

Work on offer architecture, pricing architecture and distribution strategy when the question concerns a choice an organisation can change.

Diagnose and measure

Use data quality, incrementality and triangulation to define what must be observed before a conclusion is used.

Allocate under constraints

Compare response curves, marginal return and reallocation rules on common contribution and uncertainty definitions.

Keep the boundary explicit

The directory is educational. A page may explain a method or a worked example without establishing observed market performance, a causal effect or a universally transferable threshold.