Re-defining marketing measurement- Impacting the bottom line through deep understanding of offline and online interactions

This paper describes the advances made in econometric modeling techniques for measuring and optimizing both direct and indirect effects of marketing investments including traditional media (TV, Press, Radio, OOH, etc.), paid and organic search, and social media.

Re-defining marketing measurement- Impacting the bottom line through deep understanding of offline and online interactions

Hilary PerkinsUnited Kingdom

INTRODUCTION

Over the past 20 years the number and type of consumer touchpoints has grown exponentially...

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