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What does McKinsey mean by return on investment?
McKinsey’s approach to MMM is a holistic data-models-organization approach that is designed to tap big data, creatively fill data gaps, demystify the analytical “black box,” and engage marketers in the exercise. The goal is to create models that the business understands and trusts and therefore uses to change future marketing plans.
How does the McKinsey Social grptm work?
McKinsey’s Social GRPTM quantifies the impact of social media by measuring the frequency and reach of positive, negative, and neutral social-media sentiment. McKinsey’s Short-Term/Long-Term methodology is able to put a value on long-term brand equity and enable trade-offs between short-term and long-term outcomes.
What do you need to know about McKinsey brand equity?
McKinsey’s Short-Term/Long-Term methodology is able to put a value on long-term brand equity and enable trade-offs between short-term and long-term outcomes. The MROI work is part of McKinsey’s Consumer Marketing Analytics Center (CMAC).
Last Update: Oct 2021
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20.10.2021 01:35
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