Generate granular insights to answer business questions such as:

– What is the impact of factors related to our operations vs. factors related to the external environment (e.g. weather, macroeconomic, competition)?

– What is the appropriate cross-media attribution and effect (e.g. To what extent does TV advertising drive Search)?

Analyze the impact of media on sales in context of underlying factors to understand:

– Saturation and diminishing returns from media spend

– Sales decomposition with an evolving baseline

Quantify indirect effects to evaluate the true return on marketing investment. Arrive at an optimal strategic balance between those effects by:

– Identifying potentially important consumer beliefs or attitudes toward the brand

– Evaluating the contribution of brand attitudes to long-run brand demand

– Linking marketing investments to an underlying sales baseline