How AT&T enhances marketing-mix modeling

This event report covers how AT&T, the telecoms group, has improved its approach to measurement through enhanced marketing-mix modelling.

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."

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