In times of economic uncertainty, prioritising profitability and evaluating the effectiveness of marketing investments becomes paramount.
Marketing Mix Models (MMMs) are a crucial tool for marketers to assess advertising impact across various channels and optimise spends, especially in industries like Consumer Packaged Goods (CPG), that engage in indirect consumer sales.
Through a comprehensive aggregate study, Nielsen consolidated results from multiple Marketing Mix Models for a diverse mix of CPG brands in the Middle East and Africa, spanning categories including Health, Beauty, Home Care and Food & Beverage, over 4 year period from 2019 to 2022.
Meta is the most efficient plat
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