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Rocha, 2019 - Google Patents

Media mix modeling: A case study on optimizing television and digital media spend for a retailer

Rocha, 2019

Document ID
14037043375134515157
Author
Rocha J
Publication year
Publication venue
PQDT-Global

External Links

Snippet

Retailers invest most of their advertising budget in traditional channels, namely Television, even though the percentage of budget allocated towards digital media has been increasing. Since the largest part of sales still happen in physical stores, marketers face the challenge of …
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Classifications

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