Challenges And Opportunities In Media Mix Modeling
نویسندگان
چکیده
Advertisers have a need to understand the effectiveness of their media spend in driving sales in order to optimize budget allocations. Media mix models are a common and widely used approach for doing so. We outline the various challenges such models encounter in consistently providing valid answers to the advertiser’s questions on media effectiveness. We also discusses opportunities for improvements in media mix models that can produce better inference.
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تاریخ انتشار 2017