How AT&T enhances marketing-mix modeling
Geoffrey PrecourtWarc
Marketing-mix models often are untapped resources whose full value – when they extend beyond the basic architecture of media planning to include a variety of analytics – can help brand stewards get more from their research efforts.
The problem? "Mixed models are underdeveloped," according to Greg Pharo, who leads the marketing-sciences practice at AT&T as its Director/Market Research & Analysis. "They haven't reached their full potential. As such, they can produce inferior results – especially if a mixed model is built solely from the blinders of media only."
Speaking at the Association...