Cross-Funnel Synergistic Effects in Media: An Estimation and Optimization Model for a CPG Firm
研究了快消品公司不同漏斗阶段媒体策略（如电视、付费搜索、优惠券）之间的协同效应，并开发了估计和优化模型，发现跨漏斗协同效应强于漏斗内，调整媒体分配可显著提升增量收入。
Firms use a mix of upper, middle, and lower-funnel media tactics (e.g., television, paid search, coupons) to guide consumers along their purchase journey. Although industry and academia expect synergistic effects of media tactics, media planning seldom accounts for it. The authors developed two models-one to estimate synergistic effects in media tactics, and the second to create optimal media plans that account for these effects. With a Fortune 500 CPG firm, authors show how synergies occur across funnel stages, and less so within funnel stages. Accounting for synergies shifts media allocations, significantly impacting potential incremental revenue for the firm.