Marketing Mix Modeling & Media Inputs

This paper reviews independent research that offers insights on the process of marketing mix modeling. The findings have important implications for advertisers looking to optimize the return on their marketing investments.

Implementing best practices in the marketing mix modeling process will encourage better decision-making, based on recommendations from key players in advertising agencies and modeling companies. Modeling will continue to evolve as new technology and products become available, helping advertisers to isolate and measure the many elements that contribute to a campaign’s success.

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http://www.gfkmri.com/assets/PDF/GfKMRIGranularity_MPAMarketing-Mix-ModelingWhitePaper.pdf>