Dynamic marketing mix modelling and digital attribution

Dynamic marketing mix modelling and digital attribution

On February 11th, 2014, posted in: Publications by Comments Off on Dynamic marketing mix modelling and digital attribution

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P. M. Cain Admap February 2014

In order to maintain its relevance in the modern digital economy, the traditional marketing mix model needs to be re-structured to incorporate digital media.

This article presents a general dynamic approach that explicitly models the offline-online consumer purchase journey. Download

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