A Consumer's Guide to Marketing Mix Models

This article covers three areas of concern to consumers of marketing mix models:- (1) What should the casual consumer of marketing models understand? (2) Why is it important to include timing of ad effects in a marketing mix model? (3) The article also takes a more sophisticated look at cross media comparisons.

A Consumer's Guide to Marketing Mix Models

Bruce Goerlich Starcom MediaVest Group

This article aims to cover three areas of concern to the consumer of marketing mix models:

  • What are the basic 'lookouts'? What should the casual user of marketing mix...