This is my first document

EntranceResults2025

This documents shows the basic data visualisation using ggplot2 package

This report evaluates whether retailers should prioritise temporary price cuts or increased media spend to drive growth. Using a shock-based Marketing Mix Model (MMM) applied to apparel retail data (2019–2024), price and spend innovations are residualised to remove multicollinearity, yielding stable short-horizon elasticities. Results show that discounts dominate for unit growth, while media spend dominates for revenue growth. Scenario formulas and an optimiser are provided for practical planning.