tag:blogger.com,1999:blog-18658445.post6950590925315848608..comments2020-02-06T09:16:52.222-05:00Comments on Marketing Measurement Today: The Marketing Mix Model Grows UpPat LaPointehttp://www.blogger.com/profile/09455689198303278078noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-18658445.post-82694620572352545902007-06-01T10:41:00.000-04:002007-06-01T10:41:00.000-04:00Good additions John. Thanks.Good additions John. Thanks.Pat LaPointehttps://www.blogger.com/profile/09455689198303278078noreply@blogger.comtag:blogger.com,1999:blog-18658445.post-72070492524853959552007-06-01T04:50:00.000-04:002007-06-01T04:50:00.000-04:00Hi Pat,This is a great little piece because you've...Hi Pat,<BR/><BR/>This is a great little piece because you've highlighted an honest view on what mix analysis can and cannot achieve.<BR/><BR/>I think three other factors are increasing the usage of mix models:<BR/>1) better data availability and understanding of what type of data to collect from the data warehouse<BR/>2) better technology for mix analysis - organisations such as my own now offer dedicated tools for mix analysis<BR/>3) case study evidence from the best marketing firms worldwide who all use the analysis for both tactical and strategic purposes<BR/><BR/>I think the big changes in mix analysis for the future will be:<BR/>1) more automation of modelling<BR/>2) more robust processes to better project models into the future<BR/>3) greater application of the techniques as price points fall and data availability rises,<BR/><BR/>As you say it's not a perfect technique but applied correctly, it offers great insight that can save millions of $ for advertisers and marketers.<BR/>JohnJohnhttps://www.blogger.com/profile/05256426983065533545noreply@blogger.com