Calibrating Marketing Response Models - Basic Example in Excel
Channel: Dr. Baker SDSU Marketing
Date: 2023-02-21

Follow Along with this Excel Spreadsheet:
https://drive.google.com/uc?export=download&id=1m8YVBUyHUClNDzTmPkVbQxyDAu76dnY8

This video depicts the intuition and application of basic marketing response model calibration.  

We talk about the intuition (and subjective) act of model calibration, and then we illustrate the application of objective model calibration and use Mean Squared Error to do so.

You'll need SOLVER installed on Excel to complete the tasks.  Google how to add it (free and easy!).