Media Mix Modeling 2.0: The fine art of blending and mixing paid and earned media to build brands
Pete BlackshawNielsen
Summary
Improvements in online measurement and the growing adoption of consumer listening platforms are laying foundation for a new framework for maximizing brand value through mixing and weighting "Paid" and "Earned" media online that we might refer to as "Media Mix Modeling 2.0." Paid and earned media complement and reinforce one another, especially with correct levels of brand readiness, agility, advocacy and latency working in the background. This paper will provide marketing and research stakeholders with a framework and...