Quantifying the sales impact of digital, mobile and social advertising using multi-stage marketing mix models

This paper explains how AT&T, the US telecommunications company, developed a variant of marketing mix modelling to better understand the impact of different digital ad formats.

Quantifying the sales impact of digital, mobile and social advertising using multi-stage marketing mix models

Charlie Hinton, Greg Pharo, Joe Empert and Damon T SamuelAT&T Mobility

Abstract

With the expansion of the formats and overall volume of digital advertising, it is important for advertisers to understand the impact of their marketing efforts. Large brands such as AT&T have significant media budgets which are continually optimized to ensure that maximum ROI is achieved. Traditional marketing mix modeling is often utilized to understand sales impact across multiple media types. However, it often does not provide the fine detail required to understand...

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