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.
Catalogue: Congress 2022: 75th Anniversary
Author: Minh Nguyen
September 23, 2022
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