How Mediafocused Econometrics Boosted Sales
The report on a project that used econometrics creatively to refine media strategy.
Chris MeeBrand Science andTim FoleyOmnicom
Econometrics is the Holy Grail. It promises to tell us how brands work, what our advertising does and how to change tack successfully. Too often this is a slow process that reports long after the show has finished and everyone has gone home. The results describe, but offer no insights on what to do next.
This article reports on a different approach through a major programme of recently completed work. It starts with...