Does Competitor Advertising Impact Our Sales?
In a sentence: probably less than you think. Competitor advertising is a strange one. We accept (hope?) that our advertising drives our sales, otherwise what is the point of doing it? It’s [...]
A Guide to Spot Matching (By People Who Don’t Do It)
He heard 'spots' and got his hopes up. Sorry, Barry. But you still made it into the blog, eh? We don’t do spot-matching at MetaMetrics, but we have been asked to [...]
Modelling Cars
Another in our series exploring the particular challenges of doing econometric modelling in certain sectors. Guess what sector we’re covering this time? “Our market’s a bit different…” Ask any econometrician [...]
Does media halo between products? And why do we care?
What is halo, anyway? Halo means that media that is supporting or “heroing” one product also has an ‘overspill’ effect on another. In (econometric) modelling terms that means that when for example [...]
Practical Optimisation – A Guide to Budget Allocation for People Who Actually Have to Make the Decisions: Part 1
“How do we optimise our marketing budget?” is a question we get asked on occasions. And, honestly, in our approach to it we have found again and again that simple things done [...]
Practical Optimisation – A Guide to Budget Allocation for People Who Actually Have to Make the Decisions: Part 2
The second part of our guide to real-life optimisation. Read Part 1 here. Define the trade-offs you are interested in… and those you are not Incredible as this may seem, not [...]