Executive Summary (This is a document excerpt)

Increased demand by CEOs for greater accountability of marketing spending comes just at a time when proliferating media choices undercut the simplicity of measuring branding or sales impact. Companies can learn valuable lessons from CPG marketers who have begun to untangle multichannel marketing's effects using sophisticated statistical models. The keys to success lie in scoping the project correctly, gaining the support of stakeholders, and working with a modeling specialist who can apply the findings to business problems.

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