Multimedia and multi-channel effects

In answer to the question “Will we be able to measure and disentangle the effects of multimedia and multi-channel campaigns on brands in ten years time?” Paul Baker, managing director of Ohal (Europe’s largest econometric group), answers a resounding “Yes”.

Multimedia And Multi-Channel Effects

Paul Baker Ohal

The simple answer to the above question is 'Yes'. The reason is culture. I will discuss each of the key elements 'measure', 'disentangle', 'multi-media', 'multi-channel', 'brands' and 'ten years' time' in turn, albeit in a different order.

Ten years' time

I have been modelling the effects of media on sales for 30 years. Thus in the context of 'ten years' time' I have ...

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