Cross-Media Measurement: Integrated 360-degree Advertising Model

This presentation explores measurement, media mix optimisation and ROI calculation in integrated advertising, and posits Synovate's m360 Platform as a good solution, illustrated by data from the United States.
People looking to launch integrated campaigns are searching for new solutions to getting the mix right, as the advent of digital media has made things more complicated due to increasingly fragmented media consumption. The platform has two components: marketing mix modelling and cross media analysis....

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