Abstract:
Marketeers are challenged to choose the right methods to quantify the long-term impact of brand on sales. In this paper Nepa, together with IKEA Canada, explores how marketing mix modelling (MMM) analysis can be improved to incorporate long-term media effects. We present the findings of an MMM study for IKEA, supported by the results from a meta-analysis on other brands. The findings highlight that using brand noise reduction on brand tracking KPIs significantly improves the accuracy of the MMM model and enhances its value for marketing managers.
This could also be of interest:
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
Measuring the brand effects of banner advertising campaigns
Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: Lars Bergkvist, Marcus Friström, Jonas Melander
 
June 1, 2001
Research Papers
Measuring the brand impact of search
Catalogue: WM3 2009: Change Is In The Air...
Authors: Jonny Protheroe, Mark Greenstreet
Company: Dentsu Macromill Insight
May 7, 2009
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)