
Should ‘brand PPC’ be included in MMM econometric models?
Group Director Nic Pietersma weighs up the pros and cons of including brand ‘pay per click’ (PPC) advertising in econometric models of market mix modelling (MMM).
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Group Director Nic Pietersma weighs up the pros and cons of including brand ‘pay per click’ (PPC) advertising in econometric models of market mix modelling (MMM).
Ruben Schreurs examined an early version of the Adalytics report and shared his insights.
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