Hershey says it now reads its marketing-mix model monthly instead of three times a year to decide where advertising money goes

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Where this applies

United States, one consumer-goods company. A marketing executive's post on the company's newsroom says the company used to run its media-mix model three times a year and now reads performance every month with four- and twelve-week lookbacks; that he starts each day asking which channels perform best and worst and where to move money; and that when the systems fully launch in May the company will make fast decisions about where its advertising dollars go. The executive decides; parts were described before full launch, and no staffing change is given.

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What it does not yet show

One company's own post, partly written before launch; it does not show the model making the decision.

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