From the editor: The art and science of econometrics

In his editorial Colin Grimshaw introduces February's Admap, with the focus of econometrics. A lack of understanding of econometrics in the advertising industry has led to two extremes: either treating it with suspicion, or treating it as a panacea.

From the editor: The art and science of econometrics

Colin GrimshawWarc

Producing great advertising is part-art, part-science. The imagination behind the novel idea that connects emotionally with the recipient comes from the right-brain creative department, while the left-brain planning and insight team pore over data to guide the creatives and ensure that the novel idea does connect, and doesn't totally miss the mark.

Post-campaign, the planners employ more science to measure how effective the advertisement was, and a mixture of art and science to present back to the client, who needs to justify his budget to the corporate bean...

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