Media mix modeling is the leading edge technique for estimating the relative impact of each form of marketing, from direct to e-mail and broadcast. While it provides a good method for understanding relative impacts, it does not effectively use the data traditionally available to direct marketers. _is session will cover marketing measurement from both spectrums and provide examples of combining the two measurement approaches to maximize the understanding of marketing impacts. These approaches will be reviewed in the context of a marketing measurement framework..

LEARNING POINTS:.

- Understand where media mix and traditional direct marketing campaign measurement fit within an over-all Marketing Performance Management framework.
- Understand the data, analytical techniques, and applications of media mix modeling.
- Review a roadmap to Performance Management Best Practices