Before we say “abracadabra” or “hey presto” let’s agree on what Econometric Modelling actually is. When applied to sales and other commercial KPIs, Econometric Modelling has become known as Marketing Mix [...]
This used to be easy. In the beginning (well, the early 2000s) there was media. And then there was digital media. And then came social media. And that was it. It [...]
Picture the scene, you are sitting in a meeting room discussing your recent marketing campaign and asking yourself “What is driving my sales (or other KPI)?” What are your [...]
We are often asked about how econometrics analyses digital, thankfully we have covered this before in our blog ‘Econometrics and Digital can be Best Buddies’. I’d like to take this a [...]
Costs. Meh. Who cares? My agency handles that. What we like is some breakthrough creative. Oh, and a synergy-inducing 360⁰ compendium of all media, old and new. That’s the stuff that gets us excited. If that’s what you’re [...]
Here at MetaMetrics, we've just built our first Covid-proof marketing mix model for a client to see how effective their media spend has been during the pandemic. Here's what we found. [...]
In the past there’s been an assumption that econometrics is great at evaluating traditional ATL channels, but weak at understanding the role of digital in the media mix. This has been for [...]
Have Google in one fell swoop killed the digital attribution market? GDPR has not even landed (25th May 2018 – put the date in your diaries) and we’re already seeing the [...]
