Current State of Marketing Mix Models
A Report for the Council for Research Excellence
Sequent Partners, June 2013
Our objective is to provide the Council for Research Excellence an in-depth understanding of the principle methods currently used to estimate advertising ROI and take actions, such as budget allocations, on the basis of those estimates.
An impartial assessment is made of the strengths, weakness, opportunities and threats related to key aspects of the data, analytical techniques, and organizational processes employed. We also initiate a process to define best.