Modelling: Econometrics, market mix and sales modell...

 

Based on 872 cases from across the globe, this study looks at the relationship between ads that experienced a rise in sales (market share), and their Millward Brown Link™ scores in terms of persuasion ...

This paper describes market mix modelling (MMM), also called econometrics. Alongside discussing best practice, it emphasises the need for strong management support. Alternative measurement procedures ...

Marketing budgets are increasing rapidly in China as its economy grows, and this is fuelling an increasing demand for accountability. It is especially difficult, however, to establish marketing ROI in ...

This paper discusses the use of the Marketing Mix Model, which is increasingly being utilised to set profit and revenue goals, and thus support marketing investments. Some problems with these models a ...

Pat McGowan and David Meer, from Marakon Associates, argue that over-reliance on ROI (return on investment) analysis for advertising budget setting will lead to disappointments and missed opportunitie ...

David Dixon and Sebastian Shapiro, from Ninah Consulting, maintain that current ROMI (return on marketing investment) marketing-mix models provide an incomplete view of how marketing drives value, and ...

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

Martin Hayward and Nigel Paice, from dunnhumby, believe that reliance on intermediate variables, such as awareness or attitudinal measures, will soon become a thing of the past for campaign evaluation ...

The importance of accurately assessing the impact of marketing, advertising, and communications efforts is evident to today’s marketer. Much is riding on the proper evaluation and measurement of the e ...

Mike Campbell and James Bayliss, of Ninah Consulting, discuss the issues involved in isolating the individual impact of media channels in a multimedia campaign - and quantifying this impact in terms t ...

In a follow-up to Tim Ambler's article (Admap, September 04), Mike Campbell, deputy md of Ninah Consulting, argues that although the long-term effectiveness of advertising is well proven, calculating ...

In answer to the question “Will we be able to measure and disentangle the effects of multimedia and multi-channel campaigns on brands in ten years time?” Paul Baker, managing director of Ohal (Europe’ ...

Laurent Flores, founder and CEO of CRM Metrix, describes the development and calibration of a predictive model of the brand impact of websites. He argues that we must move from merely counting websit ...

Using academic and their own research, Joseph Plummer and Eric Einhorn, McCann Worldwide, argue that we are now living in a demand driven economy, and that marketing companies must rise to the new cha ...

Karl Weaver, Data2Decisions, looks at econometrics and its role in quantifying the impact of advertising. He outlines a set of guidelines to help clients in the selection of a modelling consultancy a ...

This Best Practice article outlines the theory and practice of market modelling, especially econometric and marketing-mix modelling. With its comprehensive reading list, the article covers the role o ...

Michael Lieberman, founder and president of Multivariate Solutions, describes ‘discrete-choice’ analysis and explains how this research technique can be used to measure and evaluate brand equity (the ...

Andy Farr, Millward Brown, suggests an alternative to econometrics in determining and justifying the advertising budget. He proposes that brand and media managers adopt the mindset of an investor man ...

Karl Weaver, Data2Decisions Ltd, and David Merrick, Business Economics Ltd, look at two recent articles on how to determine the communications budget, and argue that combining the two approaches – res ...

Louise Cook, partner at Holmes & Cook, argues that econometrics has a lot to contribute in the evaluation of integrated marketing campaigns. She discusses four areas that need to be considered for us ...

Colin Bunn and Jonathan Banks, from ACNielsen, explore why promotions have superseded media in terms of marketing spend and how to measure if they add value. Using European Nielsen data, they discuss ...

In this introduction to Admap’s focus on measuring ROI (March 2004), the only two ways of measuring bottom-line success of marketing effectiveness – modelling and measure-and-test - are briefly descri ...

Andrew Cohen argues that success in today's market place comes from 'connectivity' (shrinking the gap between brand and response), and this demands a balanced combination of brand building and respons ...

Bruce Hall introduces a new model on how advertising works. The model identifies three phases - pre-experience exposure, experience and post experience exposure. He describes how advertising is used t ...

The authors of this paper review the weaknesses of traditional econometric tracking in the area of marketing communications. The introduce a cognitive tracking technique which they assert improves the ...

This paper underscores the fact that sales are the most important measure of any type of branding. The authors have observed that there is almost total focus on the consumer 'buying cycle', the are ...

Paul Dyson discusses the use of models when setting advertising budgets, he suggests that modelling agencies should realise that marketing teams are now more sophisticated than in the 1980s and early ...

This profound paper examines the relationship between advertising and purchasing using a logistic regression model. Using single source data and an adstock calculation 18 product categories and 89 fm ...

The authors introduce and describe a relatively new approach to management entitled Value Based Management which is concerned with creating long term value for shareholders by matching or exceeding th ...

The authors have taken an approach to modelling based on observing nature. The downfall of most sales models is that they cannot be easily understood by numerical laymen. They spent many hours watc ...