Q: 14
An analyst for a primarily brick-and-mortar retailer is reviewing measurement results from the last
half for all marketing. The media plan was 50% TV spend, with some Facebook (10%), search (10%),
print (10%), and radio (20%).
No solution provides the same numbers for a single point in time. The analyst needs to recommend
how to allocate budget across channels to maximize sales for the next business quarter.
Which measurement solution should be the primary source of the analyst's recommendation?
Options
Discussion
Why is no one mentioning how Marketing Mix Models take into account all those offline spends like TV and print? Feels like only A gives the full picture, since C or D would miss half the data.
I get why some people might consider C, but it doesn't handle offline channels like print and radio, which are a big chunk here. Marketing mix model (A) is designed to evaluate both online and offline spend across the entire media plan. Pretty sure A is best for this scenario, but let me know if I'm missing something about the other options.
Wouldn't print and radio throw off C? Feels like C can't handle offline touchpoints at all.
Why not C here? Multi-touch attribution should handle cross-channel effects, right?
Its A
Its A, official study materials focus on marketing mix modeling for scenarios with both online and offline spend like this.
B. not A
Its A, this is covered in the official guide and most practice sets I’ve tried.
Yeah I get why folks go A, but honestly C might miss the offline part here.
Gotta be A for this mix, but not 100 percent. Multi-touch attribution (C) misses offline like print and radio, right?
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