Spark Foundry’s Giacosa Critiques Modern Day Marketing Mix Modeling – Beet.TV [Video]

For something that has been evolving for several decades, marketing mix modeling is still very much a journey in progress. To Spark Foundry’s Lisa Giacosa, the final destination should represent a hybrid of short- and long-term ROI, brand equity and de-duplicated reach and frequency metrics.

Overall, Giacosa says in this …

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