Analytic Partners proudly supplies global Marketing Mix Modeling support for Procter & Gamble.
"We're getting real traction from our marketing ROI and media mix modeling," CEO A.G. Lafley said in a conference call with analysts today. "That means we're better able to reallocate" what the company spends on marketing. Lafley declined to elaborate on exactly how P&G is changing its spend. He did say that this had helped improve the margins and increased earnings 33% during the quarter to $2.7 billion.