Insights from the IPA Effectiveness Awards 2012: Econometrics - An able servant but never the master
Louise Cook
Writing this chapter has been both a vivid trip down memory lane and a realisation as to how far the industry has advanced in using econometrics to evaluate communications over the last 30 years. This is not just in terms of the quantity of econometrics being undertaken but also the quality and variety of what is being produced. In 2012, half of all the IPA papers submitted included modelling, and not...