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HCD Adds Media Mix Modeling
US marketing and comms specialist HCD Research has added media mix modeling to its services for advertisers, with the aim of providing a 'holistic approach' to understanding and analyzing the impact of all advertising efforts and expenditures.
The firm provides in-market evaluation, ROI assessment and campaign planning. The new services are based around methodologies tested and validated by various research organizations, including the Advertising Research Foundation (ARF) and ESOMAR.
'As advertisers continue their quest for the optimal combination of media expenditures, a holistic approach is essential for analyzing the effectiveness of each medium,' noted CEO Glenn Kessler. 'Our approach is different from other methods in that, in addition to monitoring market conditions by industry, it also accounts for external environmental factors such as adverse events.'
Founded in 1991 and based in Flemington, NJ, the company is online at www.hcdi.net .
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