营销组合建模_隔离媒体公_关对销售的影响（英文版）.pdfVIP

研报客 MARKETING MIX MODELING 3 8 4 6 4 8 3 7 3 6 8 3 7 4 7 3 4 8 3 2 6 5 8 2 3 5 6 8 Isolating the Effects of Media-Based Public Relations on Sales by Mark Weiner, CEO of PRIME Research with contributions from Liney Arnorsdottir, Rainer Lang, Brian G. Smith 研报客 Marketing Mix Modeling: Isolating the Effects of Media-Based Public Relations on Sales by Mark Weiner, CEO of PRIME Research with contributions from Liney Arnorsdottir, Rainer Lang, Brian G. Smith TABLE OF CONTENTS 04 Preface 05 Introduction 06 Presenting Marketing Mix Modeling 07 What is a Marketing Mix Model? 08 Public Relations and Marketing Mix Modeling 10 Marketing Mix Modeling: A Step-by-Step Guide 12 Challenges and Limitations 13 Case Studies 14 A New Case Study: Center Parcs Europe Group 18 Conclusion 19 About the Authors 研报客 PREFACE: “Which “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half,” goes the adage attributed both to John Wanamaker, the turn-of-the century U.S. retailer, and Lord Leverhulme, the British industrialist and founder of Lever Brothers. Though they referred to “advertising,” Wanamaker and Leverhulme might just as easily substituted the terms “public relations,” “promotions” or any other form of marketing communication. From the time they made their statements until relatively recently, it was impossible to determine how – or even if – each contributed to overall marketing success. Today’s marketers, with the benefit of advan