Beyond broad brush planning tools: Fast, inexpensive, actionable models and audits

This MAP 2010 presentation discusses Universal Music's recent use of a VBMF system to optimise its media buying.
The tool allows the music group to track the relationship between a record's adspend and sales. This is achieved by breaking down various contributory factors to sales which are not related to ads, such as the "launch effect" and the size of the artist's existing "base". The data is then used to determine whether the adspend paid for itself or not. Greater adoption of this technology could have significant implications for the future of media agencies....

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