Measuring the Impact of Social Media
Social media has been called “the world’s most effective, yet least understood marketing strategy” (Misner 1999). Marketers have become particularly interested in better quantifying the effects of...
View ArticleMarketing Mix Modeling Manifesto
I have been asked by several people in industry to provide more detail with respect to the points I raised in “A Mix Modeling Manifesto.” While we are working on an academic publication, which could...
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