LONDON/NEW YORK: Marketing mix models are looking increasingly slow and out of date as agile attribution models become more widely used, but neither type has all the answers, according to two leading industry figures who advocate integrating the ...
David Hoo and Michael von Gonten, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper argues that marketing mix models are not useful, and that the mix models currently in use, either the original format or the newer VAR style, systematically understate the true effects of advertising.
Len Marchant, Phil Prescott and Nic Jackson, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 71-92
This paper describes a framework for understanding and researching brand choice. The underlying model starts from the assumption that purchasers faced with alternative brands will select what in their judgement suits them best.
Matt Elliott, David Laffin and John Marinopoulos, ESOMAR, Congress, Amsterdam, September 2011
This paper demonstrates key stages in the development of dynamic and innovative models based on consumer, industry and business research and intelligence as well as market research-driving decisions and strategy, resulting in a significant increase in the design, value and profitability of new communities and housing developments.
Qiushi Feng, Zhenglian Wang, Danan Gu and Yi Zeng, International Journal of Market Research, Vol. 53, No. 5, 2011, pp. 593-618
Forecasts of household vehicle consumption are important for automobile market analyses. This paper employs the ProFamy extended cohort-component new method to project household vehicle consumption from 2000 to 2025 across four regions of the United States (the Northeast, Midwest, South and West).
Akanksha Jain, Admap, September 2011, pp. 32-33
PepsiCo was caught out by a 25% lift in the drinks category in India, leading to share loss and some searching questions: why did the surge happen? How long would it last? What was driving demand and how could PepsiCo better predict it? The drinks category in India had largely been a two-player industry but several new players emerged with the arrival of liberalistion.