Underspending Generates Weak ROI In Media Mix Modeling And The Benefits Of Moving To An Optimization Mindset Of “Did This Execution Of AM/FM Radio Work”

Often MMM reports produce something called a “response curve,” which shows the sales response and ROI of a media channel across the range of impressions and GRP weight. Response curves are used to show how the ROI and sales shift as the investment level changes.

The post Underspending Generates Weak ROI In Media Mix Modeling And The Benefits Of Moving To An Optimization Mindset Of “Did This Execution Of AM/FM Radio Work” first appeared on Westwood One.