Current State of Marketing Mix Models

posted in: Research | 0

  ObjectivesOur objective is to provide the Council for Research Excellence an in-depth understanding of the principle methods currently used to estimate advertising ROI and take actions, such as budget allocations, on the basis of those estimates.An impartial assessment is made of the strengths, … Continued

ROI Driven Programmatic

posted in: Research | 0

IN BRIEFAdvertising ROIs, as measured in marketing mix models, are marginal on average.  Anecdotal evidence suggests that this may be getting worse.  There is an opportunity to use emerging ROI related analytics and metrics to guide better media/advertising decisions, reversing … Continued