Better Television Data For Marketing Mix Models

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Sequent Partners conducted this study for the Council for Research Excellence to explore the suitability of Nielsen’s TV data feed for marketing mix models.  We found four potential disconnects.  With the help of Brian Weikel and Paul Donato, of Nielsen, we found that one of them was not really a material problem, another negatively impacted the estimation of TV ROI, but only in 10% of the cases studied, and the other two are in the process of being rectified by Nielsen measurement product improvements.


Read the full paper: CRE White Paper TV Data