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Consumer mix modelling

10/02/2014

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Consumer mix modelling

Modelling techniques are advancing and while Consumer Mix Modelling has similarities to Marketing Mix Modelling, it overcomes many of MMM’s limitations and can measure marketing RoI at more sophisticated levels.

Read more from Paul Ward, Director at Kantar Worldpanel and Simeon Duckworth and Jeremy Pounder of Mindshare.

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Kiri Mitchell

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