There is growing evidence that the velocity at which reach builds is another variable positively correlated with ROI increase. True, it is an aspect of Recency, so it is not like it was totally missing. But it does deserve its own call-out.
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Bill Harvey, a columnist at MediaVillage ("In Terms of ROI"), has spent more than 35 years leading the way in media research with pioneer thinking in new media, set-top box data, optimizers, measurement standards, privacy standards, the ARF Model; … read more