Cross media optimization. Measuring sales and branding across media (including online)

Rex Briggs

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising.

Cross Media Optimization

Measuring Sales and Branding Across Media (Including Online)

Rex BriggsMarketing Evolution, United States

INTRODUCTION

We have sought the Holy Grail of marketing, and we grasp the challis in our hands.

Well, maybe that is over claiming...

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