Econometrics and integrated campaigns

Louise Cook

Louise Cook, partner at Holmes & Cook, argues that econometrics has a lot to contribute in the evaluation of integrated marketing campaigns.

Econometrics And Integrated Campaigns

Louise Cook Holmes & Cook

Integrated marketing campaigns have presented new evaluation challenges and forced all of us to think how to meet them. For econometricians, the emphasis has focused less on finding new techniques and more on ensuring that the right data are collected, and that integrated activity is planned in such a way that econometric techniques stand some chance of measuring it. It is also more important that econometrics is not carried out in isolation, but that its results are considered in conjunction with other research,...

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