Explore the marketing mix by decision

Start with the problem to solve: define an offer, test a price, choose a channel, establish an incremental effect or reallocate a constrained budget.

A shared starting point

Start with the marketing mix to combine product, price, distribution, communication and budget under explicit constraints.

Four decision paths

• Design — offer, price and channels: build a coherent combination for a given target and economic model.
• Diagnose — contradictions and data: identify the constraint limiting performance and the evidence needed to assess it.
• Measure — causality and incrementality: choose a method compatible with the counterfactual, grain and time horizon.
• Optimise — budget, risk and constraints: compare marginal returns and retain a robust decision.

Evidence resources

Compare methods, inspect data, test response curves and qualify benchmarks before applying them to your own situation. The right method depends on the decision, horizon, available data and acceptable uncertainty.