Public Relations and Advertising
Professor Rajul Jain recently published with the Institute for Public Relations
(IPR) on the topic of Mix Marketing Modeling (MMM).
In her piece, “Top Five Questions to Ask About Mix Marketing Modeling”
, Jain explains that MMM is “a tool that uses sales and marketing data to establish the return on investment (ROI) of each channel in the marketing mix helping organizations develop the most effective spending level for each channel.” She then gives solid advice to PR pros hoping to leverage MMM strategies in their marketing efforts, as well as advice on how to right failed efforts by those businesses already using the methodology.
For more on Prof. Jain’s work and research, please visit her faculty bio page
. You can also follow Rajul on Twitter @talktorajul