Taking advertising ROI to the next level: A meta analysis of recent market mix model studies

This report sets out three key reasons that advertising's contribution to sales is incorrectly valued, based on interviews with researchers and data modellers in the US.

Taking advertising ROI to the next level: A meta analysis of recent market mix model studies

Jim Spaeth and Alice SylvesterSequent Partners

Sequent Partners has undertaken eight broad scale media performance studies over the past four years.

This represents 165 hours of interviews among modelers and advertisers, 9,900 minutes of discussion about methods like Regression, Bayesian, Systems of Equations, Vector Auto-Regression, Agent-Based Modeling, Single Source Data, Test/Control, and Multi-Channel Attribution ... in Paid, Owned and Earned media – Magazines, Radio, Television, Hispanic, Mobile, Cinema, to a lesser extent, Digital and CRM, Word of Mouth – Online Social and Offline conversations and Long...

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