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 [...]
Sustainable Long Term Growth – I’ll Have Some Of That!
I was reading an article about how marketing communication drives sustainable long term growth; and how that was much preferable to grubby short term growth. That’s probably lifted from every corporate [...]
All That Glitters…“Should We Buy That Sponsorship Package?”
We know that Covid-19 has done funny things to the media markets. Clients have reported volatile pricing, including some fantastic deals out there. There are some tempting deals out there on [...]
Marketing Costs – The Cinderella of ROI
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 [...]
Econometric Modelling in the Time of Coronavirus
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. [...]
Covid 19, Relationships, and the Impact on Advertising Effectiveness
These are interesting times for econometricians. The models we build are based on relationships. Relationships, chiefly, between sales and the things that drive sales – advertising, promotions, seasonality, distribution, brand equity, [...]
It’s ALL About Reach. Well, mostly.
As we ALL know, the 3 most important considerations when buying a house are location, location and location. We might say the same about advertising with respect to reach. Or rather, [...]