Blog by Hidde Smit – PhD student at the University of Groningen
DVJ Insights values cooperation with academia and therefore sponsors several PhD students. One of them is Hidde Smit (University of Groningen), who is researching advertising effectiveness. One of the projects examines the impact of advertising mix planning decisions on different KPIs across the purchase funnel. The project provides practical and valuable insights into what really matters when planning the advertising mix, which can enhance decision-making in the field of advertising. While a number of decisions can potentially impact the outcomes, what are the odds they all contribute equally? In this blog, we will look closer at what matters for awareness.