Benchmarking Advertising Efficiency
本文展示了如何用数据包络分析法来测量和比较不同广告活动的相对效率，帮助广告主评估和改进广告效果。
<h3>ABSTRACT</h3> Advertising accountability demands that advertising efficiency be measured, maximized, and benchmarked. In this paper we demonstrate the application of Data Envelopment Analysis to benchmark advertising efficiency. Data Envelopment Analysis can be used to estimate the relative efficiency of advertising campaigns characterized by multiple inputs and multiple outputs.