“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...
“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.
