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Media Mix Modeling: Why Marketer Type Makes a Huge Difference

Media Mix Modeling: Why Marketer Type Makes a Huge Difference

Author

James Fennessy photo

James Fennessy

Publish date

January 24, 2019

Channel

SMI Spend Trends InSites
14 18

What is the right media mix?  It's a question that marketers are constantly asking themselves and their agencies.  It appears simple enough, but complexities arise early in the process.  What's the budget?  What is (are) the objective(s)?  These are only a couple of the questions that complicate these decisions.  In today's world, any determination of media mix modeling includes data.  With thousands of media vehicles -- let alone marketing channels -- available, the process of managing data for all of these options can quickly become unwieldy.

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James Fennessy photo

James Fennessy

James Fennessy is CEO at Standard Media Index, the leading global provider of real-time advertising spend sourced directly from the booking systems of the world’s largest media buying agencies. SMI delivers the only clear picture of how ad dollars are … read more

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