Product DescriptionIt is often said that half of all promotional spending is wasted, though it is not clear which half. . . “Promotional Mix Measurement” details a comprehensive approach to estimating the net impact of individual marketing promotions and campaigns to provide the basis for differentiating between effective and ineffective treatments. It offers a step-by-step methodology encompassing proper data due diligence, descriptive and predictive analyses, action-attributable lift . . . More >>

Promotional Mix Measurement: Estimating the Net Impact of Marketing Promotions

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