Question

Your company produces candy bars. You need a method for determining the amount of sales driven by each media channel in your advertising campaign. You want a method that considers all possible factors in those sales, such as marketing, branding consideration, the economy, competitor actions, and even the weather. Which analysis technique should you use?

A) Media mixed model
B) Machine learning
C) Cross-channel
D) Attribution

Answer 1

(a) Media mixed model.

Step-by-step explanation:

Media mixed model is an analysis technique that allows marketers to measure the significant effect of their marketing and advertising campaigns to determine how different elements contribute their purpose.

The insights derived from media mixed model allow marketers to refine their campaigns based on a variety of factors, ranging consumer trends to external influencers, to ultimately create an ideal campaign that will drive engagements and sales.

Media mixed model provides high-level insights into specific marketing tactics, over a longer period of time. Allowing marketers to understand trends such as seasonality, weather, holidays, etc.