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January 13, 2005 Where Is Marketing Measurement Headed?A Survey Of Members Of The Association Of National Advertisersby Jim Nail with Chris Charron, Sally M. Cohen, Jennifer Joseph |
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Executive Summary
The demand to make marketing more accountable becomes more insistent every year. Progress is slow. But marketers expect that market mix models will demystify marketing's impact. The statistical techniques behind these models have begun to untangle the effects of multiple media and marketing elements in driving sales, but they haven't totally untied the marketing measurement Gordian knot.
TABLE OF CONTENTS
- Measurement Is Difficult
- Coming Soon: Getting Started With Market Mix Models
- Related Research Documents
This is an excerpt
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