Marketing Mix Modeling: The Future Is Now

摘要

Marketing mix modeling is the practice of using statistical analysis to determine the effectiveness of media in order to predict future results. The complexity of today's media environment, where the consumer chooses when, where, and on which device they will interact with marketers, makes it especially critical that one understands how to effectively harness the power of disparate media, in terms of both measurement and distinct platform optimization. Here are some things to consider when undertaking this multi-faceted endeavor.