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Econometric sales modelling to determine media ROI

Date of publication: June 15, 2016

Catalogue: Seminar 2016: Media Return on Investment

Author: Menno van der Steen

Abstract:

The author will talk about how they calculate ROI using econometric modeling and especially how to make the insights from ROI calculations actionable in planning and strategy. Most of the time econometric modeling is slow and retrospective. So the biggest challenge we face is to make it fast and automated. This has resulted in tools that that will be shown in the presentation.

Menno van der Steen

Author

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van der Steen, M. (2016a, June 15). Econometric sales modelling to determine media ROI. ANA - ESOMAR. Retrieved April 26, 2024, from


https://ana.esomar.org/documents/the-roi-ratio