How limited data access constrains marketing-mix analytical efforts: Why data barriers are preventing marketers from optimizing marketing spend

This article examines marketing-mix models and how data issues are limiting marketers’ capabilities. As the Internet grew in the nineties, challenges emerged for the availability of causal data that fueled marketing-mix models, as it created difficult-to-measure touchpoints.

INTRODUCTION

Marketing-mix models fundamentally are designed to measure the impact on brand sales of each of the key elements of a brand’s marketing mix. Broadly, marketing-mix modeling consists of statistical analyses, such as multivariate...

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