From Questions to Answers. Media Mix Modelling and the Return on Advertising Investment

Jon Swallen and Kraig Schultz

Media and marketing mix models have, over the last several years, given rise to an industry-wide debate about their usefulness and reliability.

The ROI of Electronic Media

From Questions to Answers Media Mix Modeling and the Return on Advertising Investment

Kraig SchultzandJon SwallenOgilvy and Mather, United States

Experience has shown that each of these three view-points, that of statistics, economic theory,...

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