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Why It Matters
Generative artificial intelligence changes how firms reach customers, but standard marketing data do not record how often users see and notice a firm's name in generated answers.
Provenance
Discovered via ArXiv and published by ArXiv.
Key Claims
Original description
Generative artificial intelligence changes how firms reach customers, but standard marketing data do not record how often users see and notice a firm's name in generated answers. We develop Generative Marketing Mix Modeling (GMMM) to estimate the causal effects of Generative Engine Optimization (GEO) and Generative Engine Marketing (GEM). For GEO, GMMM combines repeated generated answers with question counts, shares of use across generative systems, and notice probabilities. For GEM, it combines records of sponsored placements with notice probabilities. GMMM compares expected business response...
Discovered via ArXiv
Research papers and preprints from arXiv.
Publisher: arxiv.org
ID: http://arxiv.org/abs/2609.11915v1 · Indexed about 3 hours ago