What data is required for Market Mix Modelling?

I agree with Mr.Nasir in addition Distribution data and 

The data that go into creating a marketing mix model include:

• Economic data
• Industry data
• Category data
• Advertising data (including copy testing)
  •          Promotional data
  •          Competitive data
  •          Service data
• Product data
  •          Pricing data
  •          Features & performance
• Market outcome data
  •          Sales
  •          Revenues
  •          Profits

Observable characteristics as well as motivations of probable segments, so that we can form more focused target clusters. The four P's are a good start, but in today's day an age presentation and people are an important part of Market Mix Modelling. It's always a good idea to do a PESTEL analysis,