75% of major advertisers utilize Marketing Mix Modeling to ... - MPA

marketing mix modeling
75% of major advertisers
utilize Marketing Mix
Modeling to evaluate
their media effectiveness
Marketers and Media Agencies now have
access to modeling tools that readily provide
weekly accumulated market level GRP data
that fully measure magazine advertising ROI.
Better, more consistent alignment of media
inputs, in most cases reported as weekly
GRP delivery, will deliver a better model and
more accurate and actionable results.
Source: Marketing Mix Modeling and Media Inputs, MPA 2011
Download this study at magazine.org/accountability
“Improving marketing mix models is
essential for enhancing integrated
marketing effectiveness. As the media
landscape proliferates, data precision
is critical to insure the growth in
marketing mix quality and reliability.”
— Bob Liodice President and Chief Executive Officer, ANA
MPA’s FIPP Award-winning research
study on modeling “...is an innovative piece
of work that will be taken up by many
other associations and media groups,
not least because the study can lead to
changes in the way advertisers assess
magazine advertising effectiveness.”
— Chris Llewellyn President and Chief Executive Officer, FIPP
54
magazine.org/factbook

marketing mix modeling
More precise inputs
increase accuracy
Three separate studies show
that more precise media inputs
yielded a better match with
marketing mix modeling results,
e.g., GRPs provided greater
accuracy than did dollars.
55
magazine.org/factbook