CrossMedia Measurement
The new medium necessitates a new approach to an old problem
Rex BriggsMarketing Evolution
Marketing Mix Takes the Stage
Billions of dollars are spent each year promoting brands through television, magazines, radio and online advertising. What if balancing the marketing mix could make this investment 5% 10% percent more efficient? Think of a marketer spending $40 million dollars to promote the brand. A 10% increase in efficiency is four million dollars. This is the core argument that has fueled the growth in marketing mix modeling. Matched market tests, regression models, and telephone tracking research: each have...