From Questions to Answers. Media Mix Modelling and the Return on Advertising Investment

Jon Swallen and Kraig Schultz

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability.

The ROI of Electronic Media

From Questions to Answers Media Mix Modeling and the Return on Advertising Investment

Kraig SchultzandJon SwallenOgilvy and Mather, United States

Experience has shown that each of these three view-points, that of statistics, economic theory, and mathematics, is a necessary, but not by itself a sufficient, condition for a real understanding of the quantitative relations in modern economic life.  It is the unification of all three that is powerful. And it is this unification that constitutes econometrics. Ragnar Frisch, 1933

The debate surrounding the use of econometric models to quantify advertisings...

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