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m one media format to another, it can figure out how that will impact the return on investment (ROI). Toys ôRö Us used to advertise heavily on childrenÆs TV, for example, and began to shift those dollars to the general market; when they used the MMM system to analyze their historical data, they determined that childrenÆs TV was an efficient means of improving ROI after all. Using the MMM reduces the necessity of making decisio

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