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, [...]
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, [...]
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 [...]
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 [...]
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 [...]
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. [...]
Have Google in one fell swoop killed the digital attribution market? GDPR has not even landed (25th May 2018 – put the date in your diaries) and we’re already seeing the Law [...]
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 [...]
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 [...]
