Discussed in the second chapter are the advantages and disadvantages of the several existing risk measure models which base on the underneath (negative) deviation.

第二章论述了现有的几种主要的基于下（负）偏差的风险度量模型的优点和不足。

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First, mix models measure advertising and promotion effects only among total sales rather than among penetration versus repeat purchases.

FORBES: The Downside Of Marketing Mix Models Is There's No Upside For CMOs

Second, mix models measure immediate effects within a single week with no linkage to any other weeks in order to capture the downstream consequences of the immediate effects.

FORBES: The Downside Of Marketing Mix Models Is There's No Upside For CMOs

The next stage of the research will looking at physical similarities between different groups, in which the team will use photographs of people and make 3D models to measure quantitative similarities between related groups.

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