5 Uses for an Econometric Model
You are back at your desk after a merry festive break and pondering last year’s marketing activity. It raises questions such as ‘what is driving my sales?” or “how did my [...]
A Christmas Carol for our Time
“Oh! But he was a tight-fisted hand at the grindstone, Scrooge! a squeezing, wrenching, grasping, scraping, clutching, covetous, old sinner! Hard and sharp as flint, from which no steel had ever [...]
Are Influencers the new PR?
Short answer: No. But read on anyway to find out why... Influencers have rapidly become an established part of the media landscape, so much so that it's led to questions of [...]
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 [...]