The end of dinosaur advertising: Measuring brand effects today

Research from IKEA that suggests improvements to traditional marketing mix modelling analysis to incorporate long-term media effects.

Abstract

Marketeers are challenged to choose the right methods to quantify the long-term impact of brand on sales. In this paper Nepa, together with IKEA Canada, explores how marketing mix modelling (MMM) analysis can be improved to incorporate long-term...

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