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How Limited Data Access Constrains Marketing-Mix Analytical Efforts

Why Data Barriers Are Preventing Marketers From Optimizing Marketing Spend

Gian M. Fulgoni
DOI: 10.2501/JAR-2018-046 Published 1 December 2018
Gian M. Fulgoni
gian@fulgoni.net
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Article Information

vol. 58 no. 4 390-393
DOI 
https://doi.org/10.2501/JAR-2018-046

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online December 11, 2018.

Copyright & Usage 
Copyright© 2018 ARF. All rights reserved.

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Vol 58 Issue 4

Journal of Advertising Research: 58 (4)
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How Limited Data Access Constrains Marketing-Mix Analytical Efforts
Gian M. Fulgoni
Journal of Advertising Research Dec 2018, 58 (4) 390-393; DOI: 10.2501/JAR-2018-046

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How Limited Data Access Constrains Marketing-Mix Analytical Efforts
Gian M. Fulgoni
Journal of Advertising Research Dec 2018, 58 (4) 390-393; DOI: 10.2501/JAR-2018-046
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  • Article
    • INTRODUCTION
    • DATA CHALLENGES FOR MARKETING-MIX MODELS
    • WALLED GARDENS
    • CROSS-PLATFORM MEDIA
    • WHERE DO WE GO FROM HERE?
    • ABOUT THE AUTHOR
    • REFERENCES
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More in this TOC Section

  • How Amazon Will Revolutionize The Future of Television Advertising
  • Precise Targeting Foiled by Imprecise Data
  • Why Knowledge Gaps in Measurement Threaten the Value of Television Advertising
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