In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric SchmidtThe Coca-Cola Company
Abstract:
Marketers have high expectations for digital marketing. The promise of paid online display, search, mobile, and social word-of-mouth has been to completely revolutionize marketing and how we communicate with consumers. Digital also promises to add complexity to marketing by fragmenting communications across a myriad of channels, reaching increasingly granular consumer segments at even more specific times and locations. We examine the challenges of including digital data in marketing mix models and some best practices for determining its sales impact...