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Causal Based Inference
Traditional mix modeling does not work for integrated online measurement. Treating online marketing (especially digital media) as just another direct driver of sales leads to misattribution of sales to drivers and ultimately bad mix decisions.
MPG has a proven methodology for quantifying the impacts of online and offline marketing levers: Vector Autoregression (VAR) is extremely effective in teasing out the impacts of traditional and online tactics. VAR is able to link observed word-of-mouth (WOM) and other online activity directly to consumer actions such as sales. Furthermore, it incorporates both the direct effects and the indirect effects of online and traditional marketing actions. Lastly, MPG can quantify the immediate effects as well as the persistent impacts of marketing activities. |
Key Insights
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