precisioMMM - Evaluating the true effects of marketing activities

• Forschungsstelle: INNOSUISSE
• Projektnummer: 126.001 IP-SBM
• Projekttitel Englisch: precisioMMM - Evaluating the true effects of marketing activities

Schlüsselwörter (Englisch)

Social sciences & business management, Advertisement

Abstract (Englisch)

This project develops a marketing mix model (MMM) that incorporates perception-based metrics such as ad creation and machine learning based causal methods to assess the full marketing impact for a better understanding, and optimization for the marketing effectiveness of Swiss SMEs and agencies.