How More Precise Magazine Inputs Can Improve Media Mix ModelingrnThe Impact of More Balanced Metrics on ROI

摘要

Editor's Note: The work that appears on the following pages summarizes two papers (see sources): "Magazines & Media Mix Models: Prescription for Success" and "Better Representing Magazine Effects in Marketing Mix Modeling") presented at the October 2009 Worldwide Readership Research Symposium in Valencia, Spain. The papers took different approaches toward a problem that each independently recognized: Media-mix modelingrnhas become a vibrant part of the media-evaluation process, but accurate outputs require quality inputs. Often there is a wide variation in how magazine data are provided to modeling companies. "Better Representing Magazine Effects in Marketing Mix Modeling" earned the Chairman's Award for the best paper from more than 50 presented at the Symposium.