Integrated, easy-to-use Marketing Mix Modelling (MMM) solution within Salesforce CRM that has the following features:
The project uses Bunq as the case study example. This project was developed 100% independently, without the company’s knowledge or commitment in any way.
Bunq is a fintech company situated in the Netherlands that has rapidly expanded globally in the past 10 years. The neobank offers both consumer- and business-oriented solutions, for various audiences.
The used data, fully synthetic, is focused solely on the Dutch market and its seasonality patterns, and does not include any other markets.
This Case Study further builds on a previous Literature Review I conducted, on how Customer Journeys can be mapped using various methods, including advanced attribution models.