Omnicom Media Group: OMG ROI Planning

Omnicom, a global media, marketing and corporate communications company, democratised the market mix modelling approach by building models that predict ROI and advertising elasticity on demand.

Introduction

Market mix modelling (MMM) has long been considered to be the gold standard of media performance measurement. It applies a robust linear regression technique to time series data to isolate the impact of media investment at a channel or to

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