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.
Research Papers
The End of Dinosaur Advertising: Measuring Brand Effects Today
Catalogue: Congress 2022: 75th Anniversary
Authors: Brinda Mathew, Kalle Backlund, Svetlana Kosoleva
Companies: Nepa Sweden, Ikea
September 23, 2022
Research Papers
The New Marketing Renaissance
Catalogue: Congress 2023
Authors: Karin Haglund, Cajsa Wiren, Oliver Engist, Hugo Englund, Thomas Berthelsen
 
September 27, 2023
Research Papers
The Future of Privacy-Centric Advertising Measurement
Catalogue: Congress 2022: 75th Anniversary
Author: Minh Nguyen
Company: Google
September 23, 2022
