Segmentation and targeting is the tip of the iceberg for implementing a successful marketing strategy. Markets can be sliced and diced in infinite ways; the goal is to focus your marketing activities on customers you identify as most likely to respond and buy. In this course, you'll use statistical market response modeling to develop the right marketing mix: Determine when -- and where -- to spend money on advertising and trade promotions, and how to better forecast demand for your product or service among different customers.