Results: Model Coefficients for Food and Beverages Brand
| Campaign/Creative Theme | Marketing Medium | β (t) | Retention | Scale |
|---|---|---|---|---|
| Standard | Television | 0.0386 (2.82) | 0.80 | 2.8 |
| Digital videos | 0.0065 (2.31) | 0.50 | 1.1 | |
| Digital display | 0.0024 (1.99) | 0.30 | 1.4 | |
| Search | 0.0017 (2.72) | 0.60 | 1.5 | |
| Social media | 0.0015 (2.71) | 0.40 | 1.7 | |
| Coupons | 0.0011 (0.98) | 0.20 | 1.1 | |
| News | Television | 0.0329 (4.01) | 0.60 | 2.5 |
| Digital videos | 0.0049 (1.97) | 0.40 | 1.8 | |
| Digital display | 0.0008 (1.01) | 0.30 | 1.2 | |
| Search | 0.0015 (3.47) | 0.50 | 1.5 | |
| Social media | 0.0010 (2.21) | 0.20 | 1.3 | |
| Coupons | 0.0027 (1.98) | 0.10 | 1.1 | |
| Reminder | Television | 0.0354 (3.78) | 0.70 | 2.3 |
| Digital videos | 0.0041 (2.19) | 0.50 | 1.6 | |
| Digital display | 0.0014 (2.07) | 0.40 | 1.5 | |
| Search | 0.0012 (3.12) | 0.50 | 1.5 | |
| Social media | 0.0001 (1.12) | 0.20 | 1.3 | |
| Coupons | 0.0011 (0.98) | 0.30 | 1.1 |