Get The Most Out Of Your Marketing Investment
Key takeaways from 250+ Marketing Mix studies in Middle East & Africa
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” If John Wanamaker, the originator of that quote, back in the late 1800s, were alive today, he wouldn’t be as perplexed about how to measure the return on investment (ROI) of his advertising dollars. That’s because we have significantly improved science and statistics in the proceeding century in ways that allow us to measure, with a high degree of accuracy, the returns on sales driven by media channels, placements, and creative executions. And as a result, we can now precisely attribute marketing investment across media channels—including digital, which is more fragmented than traditional channels like print and linear TV.
In addition to being able to analyze the performance of specific campaigns, data from aggregated marketing mix modeling (MMM) analyses can be used to understand overarching trends across the entire media landscape, which is a project we recently conducted across the Middle East and Africa by analyzing the results of more than 250 MMM studies. Nielsen – Read more…