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.