Marketing Mix Modeling Using Software Engineering

This project is part of the Final Year Project at the École Nationale des Sciences de l'Informatique. The internship is being conducted at the company MASS. This project is part of the construction and development of an econometric model designed to analyze the impact of several independent variables (in this case, media variables) on sales, with the aim of helping marketing decision-makers optimize the allocation of their media budget. To achieve this, we will introduce the concepts of the marketing mix and define the 4Ps, as well as several statistical theorems, to explain how the software designed for in-depth data analysis works. This software allows users to visualize, analyze, and create new independent variables based on predefined functions in order to generate a model that aids in decision-making. We will use the Java programming language as our development tool. Keywords: Independent variables, Marketing mix, Decision support, Econometric models, Java.