12.1 In the discussion it was noted that one of the challenges in marketing mix models was assembling the data

a) Discuss the steps required to assess direct to consumer marketing efforts like couponing or sampling programs

b) How would data be gathered to assess the effectiveness of social media?

12.2 If a brand which had been silent (no broadcast commercials) for two years suddenly decided to run broadcast ads, how could they use marketing mix models to determine how broadcast would contribute to their share and would the contribution be seen in base or incremental?

12.3 An entrepreneur who owns the domain name 1800wheelchair is puzzled because he runs his business solely on paid search yet he sees huge fluctuations in his traffic he cannot explain. Pose some hypotheses to explain this phenomenon.