Michigan State University researchers may have developed a model to help advertisers figure out where to put their dollars. They say that's critical in an environment where people now view TV while using smart phones, laptops or tablets.
Chen Lin is a marketing professor at MSU who helped develop the model. She says with a little information, it can predict consumer behavior with up to 97% accuracy. “If you give me the demographics and the media consumption habits for your consumers, I can predict exactly where you should allocate your firm resources.”