The landscape of Indian media and ad-expenditure is constantly evolving and will continue to witness the fastest growth of 10.7% to reach Rs. 91641 crores. While it is expected to see stable investment across media in India, Digital will garner approx. 65% of incremental ad spends in 2020. Also with the current pandemic situation where the use of print media is on decline, the digital model of marketing is set to gain more popularity. In the digital age, marketing spend is an important component of total expenses by any company. Hence the importance on how it's used and how much actual benefit these campaigns are making can't be understated. These days marketing is done through multiple channels TV, Radio, Newspaper, Banners, Social media, etc. which makes it even more challenging to quantify how much benefit each of these channel is making. Market mix model is a statistical model accepted industry wide to quantify these benefits and optimize the budget allotment to differ
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