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From glass half full to glass overflowing

Date of publication: September 8, 2019

Catalogue: Congress 2019: The Global Data & Insights Summit

Company: Microsoft

Authors: Robert Graves, Bernard Brenner, Akaash Nanda

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.

Robert Graves

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Bernard Brenner

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Akaash Nanda

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From glass half full to glass overflowing

Catalogue: Congress 2019: The Global Data & Insights Summit

Authors: Bernard Brenner, Robert Graves

Company: Microsoft

September 8, 2019

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Brenner and Graves (2019a, September 08). From glass half full to glass overflowing. ANA - ESOMAR. Retrieved May 20, 2025, from


https://ana.esomar.org/documents/from-glass-half-full-to-glass-overflowing-10689


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Graves, Brenner and Nanda (2019a, September 08). From glass half full to glass overflowing. ANA - ESOMAR. Retrieved May 20, 2025, from


https://ana.esomar.org/documents/what-do-wearable-devices-bring-to-market-research--8319