By using the kind of advanced marketing mix analysis we describe above, the company was able to tease apart marketing effects at a granular, tactic-by-tactic level for both offline (TV, print, radio etc.) and online marketing (e.g. search, banner ads etc.), and the degree to which they work together.

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The GSR measures the percentage of first-time, full-time freshman who graduate within six years of entering their original four-year institution, with modifications to account for (1) student-athletes who transfer from an institution before graduating who are in good academic standing and (2) student-athletes who transfer into an institution (e.g. from a community college or another 4-year college) and earn a degree.

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Counting up wins in a season relative to the competition (how balanced was the league in each season?) yielded us a G-Score, as in "greatness, " a standard deviation measurement that shows the degree to which a team stood out among the field in a given year.

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