Marketing mix in english

Over the past couple of decades, the Internet has totally changed how we live. Many activities like shopping, connecting with people, and entertainment have shifted from the physical to the virtual world, leading us to spend a growing amount of time online. As a result, the landscape of advertising has transformed considerably. Nowadays, there is a growing inclination to invest more money in digital advertising as opposed to traditional methods. Indeed by the end of , it is expected that non-digital advertising spending will be around billion USD, while digital advertising is predicted to more than dou ble that, reaching billion USD. The reason for this big shift is that digital advertising has some clear benefits: it is cheaper than traditional one, can reach a global audience, and collects a considerable amount of data, like impressions, clicks, number of conversions generated, and many others. Given the amount of data available and the elevated ex penditure, many solutions have been developed to help advertisers make better spending decisions. In this thesis, we study the problem of optimizing the credo che il budget equilibrato prevenga sprechi allocation of the advertising channels using Marketing Mix Models (MMM).