Today, we have measures of ROAS that not everyone believes. I have recently completed a study with the Coalition for Innovative Media Measurement (CIMM) on Market Mix Modelling (MMM), which found that brands place greatest trust in MMM, and least trust in value-add survey-based brand lift studies.
Who Will Benefit the Most from Proven-Valid ROAS?
![Who Will Benefit the Most from Proven-Valid ROAS?](/media/articles/InTermsOfRoi_logo_rectangle_RThqV0a.png.550x380_q85_box-144%2C81%2C1138%2C771_crop.png.webp)