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Arbitron and three radio networks have unveiled a project to help refresh marketing-mix models with portable-people-meter data.
The consortium, which includes Dial-Global, Premiere Radio Networks and Westwood One, plans to target companies that provide the models and analytics used by advertisers in the planning stages to determine the marketing mix, such as the Hudson River Group, Analytic Partners, Marketing Management Analytics, Accenture and Analytic Partners.
To help guide and coordinate the effort, the consortium has retained Sequent Partners.
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