Can we quantify the contribution of each medium so as to allocate budgets?
Because AMC use single source data both for marketing inputs and brand behaviour outcomes, we are able to conduct media mix analyses directly from a database to determine how each element of a marketer's activity contributes to overall business results – typically driving against revenue, but equally applicable to equity, image etc.
We collect data for all players in a category, all at a consistent depth, meaning mix analyses are possible for any brand and can incorporate the entire competitive context.
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