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Google Marketing Mix Modeling
Google Marketing Mix Modeling - Trends
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Market research,as defined by the ICC/ESOMAR International Code on Market and Social Research, includes social and opinion research, [and] is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. 3 Market research began to be conceptualized and put into formal practice during the 1920s, 4 as an offshoot of the advertising boom of the Golden Age of radio in the United States . Advertisers began to realize the significance of demographics revealed by sponsorship ...
Google backed away from managing radio and print advertising networks due to lack of “closed loop feedback.” In other words, the company couldn’t tell an advertiser IF the consumer actually saw the ad or if they acted afterwards. Efforts to embed unique commercial identifiers into radio ads exist, but are still immature. And in print, it’s still not possible to tell who (specifically) is seeing which ads — at least not until someone places sensors between every two pages of my morning newspaper. Despite this limitation, Schmidt feels that Google will soon ... Read More
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