Big-Box Stores expressed interest in understanding how ABX creative effectiveness data correlates with, and likely affects, its time-based sales. This study was executed in two parts:
• Focused solely on whether, or not, ABX data correlated to sales for this Brand for a three-year period, from November 2017 through September 2020.
• Focused on the likely effects of changes in the ABX Index as a predictor of time-based sales over a 16-month period from April 2021 through August 2022 … the heart of the pandemic.
Market Mix Model Big Box