TROI: One holistic approach revealing multiple new insights

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Author(s): Fiona Blades, Kathryn Parsons
Collection: WM3 - Worldwide Multi Media Measurement 2007
Keywords: Media Testing, Mobile /Cell Phone Research

ESOMAR Best Paper Award 2006/2007
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Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new holistic approach can bring to them in delivering a rich understanding of how consumers interact with multiple brand touchpoints, together with ROI measures designed to drive the business.

Date of publication: 03.06.2007
ISBN: 92-831-0207-X
Order Code: ESOMAR_paper_S322_30_Blades_Parsons.pdf
Number of pages: 33

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