Model-building for better media deployment

Robert Stratton

Agent-based modelling is essential to measure advertising effects in today's environment of fragmented media channels, interactive and social media.

Model-building for better media deployment

Robert Stratton

For the marketing science industry, the fragmentation of media channels, and the increasing role of interactive and social media pose new challenges. In particular, the question of causality – what 'caused' a sale or response is more complex to pinpoint than ever before. Our previous definitions of causality no longer work as well in the context of on- and offline interactions and intermediate customer behaviours. In addition, analytical and scenario planning methods that have a proven history when used on high-reach, high-frequency channels like TV are less suited to handling smaller channels, social...

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