Posted on : July 3, 2017
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Category : Marketing
Delivering on What Consumers Want Most. How Does Mobile ROI Stack Up? Leslie Wood – Chief Research Officer, Nielsen Catalina Solutions. Extensive work with single-source data since the 1960s has consistently shown that advertising has a pronounced short-term effect on sales, that this effect decays over time, and that creative copy is the largest contributor toward effectiveness. This article shares the foundations for these generalizations as well as more current examples that use Project Apollo data.