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Cross media optimization

Date of publication: June 16, 2004

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media

Author: Rex Briggs

Abstract:

Marketing mix measurement based on sales has not yet been successful at measuring Online advertising. The methodology developed by Marketing Evolution is best understood based on a review of the limitations inherent in traditional approaches to marketing mix. This paper reviews our efforts to overcome these limitations with new measurement techniques founded on widely accepted research approaches.

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