“Make Measurable What Is Not So”: Consumer Mix Modeling for the Evolving Media World

Today’s common measures of reach, frequency, share-of-voice, and cost-per-point are very factual, but unfortunately they lack an evaluative assessment of the quality of attention to the advertising, the brand impact, efficiency, and value to the brand.

“Make Measurable What Is Not So”: Consumer Mix Modeling for the Evolving Media World

John HallwardIpsos ASI


Galileo must have been a market researcher at heart. He is credited with a quote that could be adopted as the creed for all professional researchers: “Measure what is measurable, and make measurable what is not so.” This statement is likely more applicable today than it has ever been for media research. The marketing world is evolving with a growing multitude of media choices, the emergence of digital entertainment, the challenge to TV advertising, increasing consumer-generated content, media...

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