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How to determine impact of Advertising spends on Brand Health Index?


I have a continuous target variable Y- Brand Index- with data available for different points in time

The predictor variables I have are spends across different media channels over the same time period.

I would like to determine the BEST model to predict "Brand Index" basis the spends across channels

I would also like to understand the lift in Index contributed by each predictor variable

What kind of analysis should I do on JMP?

  • Multiple Regression?
  • Partitioning?
  • Neural Networks?

How should I compare these models? ( since there is no Misclassification rate for continuous variables?)


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