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Download 75% of major advertisers utilize Marketing Mix Modeling to evaluate
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marketing mix modeling 75% of major advertisers utilize Marketing Mix Modeling to evaluate their media effectiveness “Improving marketing mix models is essential for enhancing integrated marketing effectiveness. As the media landscape proliferates, data precision is critical to insure the growth in marketing mix quality and reliability.” — Bob Liodice President and Chief Executive Officer, ANA Marketers and Media Agencies now have access to modeling tools that readily provide weekly accumulated market level GRP data that fully measure magazine advertising ROI. Better, more consistent alignment of media inputs, in most cases reported as weekly GRP delivery, will deliver a better model and more accurate and actionable results. Source: Marketing Mix Modeling and Media Inputs, MPA 2011 Download this study at magazine.org/accountability MPA’s FIPP Award-winning research study on modeling “...is an innovative piece of work that will be taken up by many other associations and media groups, not least because the study can lead to changes in the way advertisers assess magazine advertising effectiveness.” — Chris Llewellyn President and Chief Executive Officer, FIPP 54 magazine.org/factbook marketing mix modeling More precise inputs increase accuracy Three separate studies show that more precise media inputs yielded a better match with marketing mix modeling results, e.g., GRPs provided greater accuracy than did dollars. 55 magazine.org/factbook