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From glass half full to glass overflowing
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...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Bernard Brenner, Robert Graves
Company: Microsoft
September 8, 2019
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Half the money I spend on advertising is wasted
To create effective advertising, weneed effective market research! Thatway we ensure that not one dollar of our advertising budget is wasted. Because of the research: 1. Wenow know what we need to advertise and how to shape it to be...
Catalogue: Congress 2019: The Global Data & Insights Summit
Authors: Alberto Fernandez, Melissa Pellegrini
September 8, 2019
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