marketing mix modeling

The Retentive Impact of Mass & Digital Advertising

Charlie Hinton – Executive Director, Marketing Analytics, AT&T Mobility

Gregory Pharo – Director, Marketing and Research, AT&T Mobility

This study used marketing mix modeling techniques to measure the impact of each major media channel in reducing customer churn. New data sets such as product/service quality, customer care, and other customer information were incorporated into the model.

Results suggest that:

  • While quality of products and services was the most significant churn tactic, media also has a retentive impact.
  • TV, digital media, and direct marketing are critical.
  • Significantly, ad quality matters more for customer retention than it does for driving sales.


See all 5 Cups articles.