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Agent-Based Modelling and Econometrics for Media Planning

Introduction In this post, the relationship between Econometric Modelling and Sandtable’s Agent-Based Modelling solution is discussed and how they may be used complementarily in order to provide a broader range of insight to media planners is explored. Motivation There are a number of identified issues with current media planning support tools which need to be addressed. These issues include: Existing …
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