From glass half full to glass overflowing

Date of publication: September 8, 2019

Abstract:

Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver measurement of advertising's long-term impact. The value this exercise would deliver to the business, however, was unprecedented.

Bernard Brenner

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Robert Graves

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