Essays about: "Daniel Heimgartner"
Found 1 essay containing the words Daniel Heimgartner.
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1. Sales Modeling and Local Factor Decomposition for Optimal Investment Decisions in MMM: A Monte Carlo Simulation Study
University essay from Handelshögskolan i Stockholm/Institutionen för nationalekonomiAbstract : Media Mix Models (MMM) are used to understand drivers behind key performance indicators and to measure the effectiveness of media channels. The key metric to report causal impacts of media investments on sales is return on investment (ROI). The shape of ROI-curves crucially impacts optimal allocation. READ MORE
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