Introduction to the Aggregate Marketing System Simulator

@inproceedings{Zhang2017IntroductionTT,
  title={Introduction to the Aggregate Marketing System Simulator},
  author={Stephanie Zhang and Jon Vaver},
  year={2017}
}
Advertising is becoming more and more complex, and there is a strong demand for measurement tools that are capable of keeping up. In tandem with new measurement problems and solutions, new capabilities for evaluating measurement methodologies are needed. Given the complex marketing environment and the multitude of analytical methods available, simulation can be an essential tool for evaluating and comparing analysis options. This paper describes the Aggregate Marketing System Simulator (AMSS… CONTINUE READING
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