Nielsen's Marketing Mix Modeling Solution
This morning, when I woke up with a sore back yet again, I decided it was time to buy a new mattress. So, before reaching for my smartphone to make my purchase, I put on my ‘generation X mobile prospect’ hat. Except, of course, I didn’t — because I’m a real consumer, with specific interests, needs and preferences. In the real world, I’d likely start my research on my tablet, sign up for email sales alerts on my smartphone, and seek out customer reviews on my laptop, before ultimately purchasing in the store with my wife.
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