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 [...]
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 [...]
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 [...]
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, [...]
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 [...]
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 [...]