An ANA Accountability Study showed that 60-70% of advertisers use marketing mix models, but advertisers who use less precise magazine inputs may be leaving money on the table.

A new MPA white paper, “Marketing Mix Modeling and Media Inputs,” examines how current marketing mix model inputs may be misrepresenting the impact of magazines in the media mix. This white paper uses three separate studies to evaluate how advertisers can best use models with more precise magazine inputs, explores best practices, and looks at the future of model advancements.

The research in the white paper was covered in the March issue of the Journal of Advertising Research.  To see the article, click here.