What this BOOK is all about
Data is the matchmaker between a Brand and the consumers, as it can profoundly change their relationship status. Today there is a different amount of data available in each business and modern Media agencies act as the trustees of successful business transformations.
This book is about making best friends with data, mitigating uncertainty, and forming winning media strategies. Some simple, yet mind troubling questions for marketers, managers, stakeholders and media planners, that this book answers:
- What are the most important KPIs in Business and Media?
- Is there a way to quantify how money spent on advertising can affect a brand’s sales?
- How can simple Statistics describe the Media market?
- How can a media planner utilize econometric models to create simple and effective planning tools?
- What is an efficient use of Predictive Analytics?
- What is Attribution?
- What is the future of Media agencies and Business analytics?
“Half the money I spend on advertising is wasted;
the trouble is I don't know which half”
John Wanamaker, merchant, early 1900s
the trouble is I don't know which half”
John Wanamaker, merchant, early 1900s
