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, [...]
Bayesian – Why Does It Matter & Where to Use It?
It's clearly not enough that Bayesian already has it's own page, but we HAD to write a blog on it, too. Not that we're obsessed or anything. You may have heard [...]
Econometrics and Digital CAN be Best Buddies
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 [...]
Just Enough Econometrics – An Essential Guide: Part 2
Welcome to the second half of our warts-and-all guide to Econometrics. If you haven’t read Part 1 click here. Otherwise, read on. 6. What does econometric modelling do badly? Lots of [...]
Just Enough Econometrics – An Essential Guide: Part 1
Our two-part, warts-and-all guide to what econometric modelling is, what it isn’t and how and when to use it, in 10 steps This is Part 1. 1. What’s it called? Econometrics, [...]
Should we join the ‘Rebate Debate’?
Interesting state-of-play update from McKinsey, who look to be ‘joining the debate’ on media agency transparency. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/truth-in-advertising As you might expect, the article contains a good deal of common-sense advice to [...]
Boost Your Marketing ROI – 10 Golden Rules for FMCG: Part 2
Following on from Part 1, the second part of a two-part article looking at some of the things we have found matter when it comes to getting the best advertising ROI [...]
Boost Your Marketing ROI – 10 Golden Rules for FMCG: Part 1
Fairly self-explanatory, the first part of a two-part article about the things that make for great ROI in advertising. From our collective experience of many years spent measuring ROI in advertising. [...]