“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

MEASURE WHAT IS MEASURABLE

Galileo must have been a market researcher at heart. He is credited with a quote that could be adopted as the...

Not a subscriber?

Schedule your live demo with our team today