Your company produces chocolate bars. You need a method for determining the amount of sales driven by each media channel in your advertising campaign. You want a method that considers all possible factors in those sales, such as marketing, branding consideration, the economy, competitor actions and even the weather. Which analysis technique should you use?
- Machine learning
- Cross-channel
- Attribution
- Media mixed model
The correct answer is: Media mixed model
In order to determine whether a marketing campaign is successful, you’ll need to compare your expectations, or campaign goals, against the actual results. You should use Media Mix model for determining the amount of sales driven by each media channel in your advertising campaign.
- Learn more here: Skillshop Measurement Certification
- Eighth Chapter: Evaluate Results and Take Action
- Sub-Chapter: Optimization and automation