• by Gavin O'Malley , Staff Writer @mp_gavin, February 24, 2010

An impression is not an impression is not an impression. That’s perhaps the key consensus among panelists presently trying to get to the bottom of marketing mix modeling at OMMA Metrics. “We’re “trying to prove out that (different metrics) are driving brand, which are in turn driving sales,” says Terry Cohen, SVP of Strategy & Analysis at Digitas.

Still, “One of the key decisions to make is how much money should be spent on digital versus other medium.” Notes Johnson & Johnson’s Sharad Doshi

On the bright side, “Barriers for marketing mix models have basically been destroyed,” according to Vipin Mayar, EVP of Global Director of Data and Analytics at MRM Worldwide.

The problem remains, “How do we assign the right value to different marketing tactics,” notes Steve Tobias, SVP Client Officer at MMA.