Marketing Mix Modeling of Traffic to the Store Under the Covid-19 Crisis

The paper contains the results of marketing mix modeling for Ukrainian retail in conditions COVID-19 crisis. main goals research are level traffic to store based on regression analysis and forming appropriate recommendations media strategy. Estimating influence business KPI makes a basis ROI calculations optimization budget allocation between communication channels by periods, formats, pressure. Models offline online were constructed weekly data 2018-2021 since 2020 there is strong impact response. In was significant drop due lockdown, but also deferred demand, which compensating part traffic. show that TV driver digital - online, impacts traffic, respectively. During mobility consumers dropped, is, decrease response from Out Home advertising; therefore, we need compensate this higher activity other channels. Scenario forecasting different helps select most efficient strategy taking into account memory decay advertising, period activity, weights. Marketing an effective tool management, as it generates opportunities improve more than 15% ensures achievement way.
 Keywords: modeling, COVID-19, ROI, analysis, retail,