Modeling Tools Stretch Ad Dollars
August 21st, 2009 by Mike
WITH A REDUCED advertising budget and a desperate need to increase sales, Chrysler is relying more heavily on new technologies to predict how ad purchases will translate into sales. A team of statisticians, economists, software engineers and media planners at Chrysler’s digital marketing agency, Organic, has designed a “media modeling” system that helps the company calculate the best ways to allocate its marketing dollars.
