Market Mix Modeling case study

Attached is a sample dataset that contains sales volume, trade promotions, distribution details, TV GRPs etc. for a consumer brand. Competitor information, wherever available, is also provided The manager for the brand wants to understand the impact of the factors in his/her control and those outside control, and how those insights could be used to achieve an optimal mix of market levers. 1) Use the data to analyze the effects as much as you could, making necessary assumptions. You are free to use any statistical analysis / modeling techniques, if you think it is relevant to do so. 2) For this same stakeholder, given we are in 2018 and not 2001 - 2004 time period for which this data holds, what else would you suggest he/she needs to consider in the mix to have relevant insights in today’s context. 3) Please prepare a ppt on above that you’d present to the Brand Manager.