What Media Mix Modeling WON’T Tell You

This has to be one of the most realistic articles i’ve read in a while…the only issue from an indian perspective is marketers in india are SO BLOODY oblivious to what the blogosphere and cybersleuths are talking about it sucks!

Marketers: Ignore at your own peril!

What Media Mix Modeling WON’T Tell You
By Tom Hespos

I am often asked how a brand should allocate its media dollars to achieve the best possible ROI. This is a topic that media planners constantly think about. Some media agencies even have proprietary technology that helps determine the appropriate media mix for a client. Some media agencies even have proprietary technology that helps determine the appropriate media mix for a client.

One area I find somewhat lacking in attempts to address the question is, just how interactive factors into the mix.

Contd..

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