Optimizing media investments through data analytics: a systematic literature review and a case study in FMCG
Milani, Riccardo (A.A. 2024/2025) Optimizing media investments through data analytics: a systematic literature review and a case study in FMCG. Tesi di Laurea in Business and marketing analytics, Luiss Guido Carli, relatore Andrea De Mauro, pp. 113. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Theoretical background. Data driven marketing. Media spend optimization. Methodology. Review scope and selection criteria. Data analysis and topic extraction. Results and discussion. Description of the taxonomy. Model assessment: application in a FMCG context. Objective of the assessment. Methodology. Evaluation of fater’s media planning practice against the proposed framework.
References
Bibliografia: pp. 92-106.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Business and marketing analytics |
| Thesis Supervisor: | De Mauro, Andrea |
| Thesis Co-Supervisor: | Salate Santone, Francesco |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 22 Dec 2025 11:02 |
| Last Modified: | 22 Dec 2025 11:02 |
| URI: | https://tesi.luiss.it/id/eprint/44563 |
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