MMM Is Getting Smarter. It Still Can’t Do The Whole Job Alone
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Every media dollar eventually has to answer the same uncomfortable question: Did it create new revenue, or simply take credit for revenue that was coming anyway? A channel with exceptional reported ROI may simply be capturing existing demand. Another may appear less efficient while creating customers who otherwise would never have entered the market. That […]
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The post MMM Is Getting Smarter. It Still Can’t Do The Whole Job Alone appeared first on AdExchanger.
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