Which analysis technique is particularly useful for companies that invest a significant amount of their media budget in offline media channels or companies that sell predominantly through local stores?

Question

Kelton Barber

Business

5 June, 20:57

Which analysis technique is particularly useful for companies that invest a significant amount of their media budget in offline media channels or companies that sell predominantly through local stores?

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Answers (1)

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Marcelo Daugherty · Answer 1

Media mix model.

Explanation:

Media mix model is a method of analysis that allows marketers measure the effectiveness of marketing and advertising. It determines how various elements contributes to goal achievement.

Insights gained from the analysis is used to make future campaigns better.

Aggregate data is used to evaluate a large nber of channelsbthat are both traditional and digital.

This method was developed in 1960s - 70s to drive regional sales, and is very effective for companies that sell predominantly through local stores.