precisioMMM - Evaluating the true effects of marketing activities

• Unité de recherche: INNOSUISSE
• Numéro de projet: 126.001 IP-SBM
• Titre du projet anglais: precisioMMM - Evaluating the true effects of marketing activities

Mots-clé (Anglais)

Social sciences & business management, Advertisement

Résumé des résultats (Abstract) (Anglais)

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.