The Fine & Delicate Art of Setting the Marketing Budget
The season of annual budget planning is once again upon us. That time of the year when, as marketers, we set forth our ambitions for the coming year, against the backdrop [...]
A Cynic’s View of Dashboards
It’s probably appropriate for me to be writing this post as I am (as anyone who knows me will attest) at heart a cynic. Or a realist. Or just old and [...]
Econometrics and technology – a dynamic partnership
We’ve got something exciting to share this month. Usually in these blogs we like to focus on an issue, or issues, that are salient for our clients and the brands we [...]
Very Long Covid
Covid: Long or So Long? Amidst all the talk of Indian variants and Deltas there’s one question we’re all asking: dare we hope that this horrible episode in our lives is [...]
Econometrics 101
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 [...]
Measuring the Effect of Brand Media: A Hoary Old Chestnut Revisited
"Can you measure the effect of brand media?" is one of life's big ones, at least if you're an econometrician or other would-be measurer of marketing. Before we go further, we [...]
When is Enough Enough?
Creative Enoughness This month is all about enough – knowing how much to invest to support your new product, creative strategy or brand and, conversely, knowing when it is time to [...]
Making Sense of Data and Prior Knowledge – Bayesian Econometrics to the Rescue
You're a Bayesian. You do it everyday. It’s a highly effective strategy for managing your life. It’s what these days is probably called a “life hack”, except it’s really more significant [...]
The Curious Case of Addressable and Programmatic Media
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 [...]
It’s Beginning To Look Not Like Christmas
Just when you thought the Christmas marketing emails have passed their sell-by date, along with last year's turkeys, allow us to remind you once more of the festive season. As you’ll [...]