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Research unit
INNOSUISSE
Project number
126.001 IP-SBM
Project title
precisioMMM - Evaluating the true effects of marketing activities

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CategoryText
Key words
(English)
Social sciences & business management, Advertisement
Abstract
(English)
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.