Summary
'Magonomics' analytics suggests that brands should reconsider magazines as a media choice and increase ad investment. The reader relationship has always been at the heart of the business argument for magazines as it crosses over into the reader's relationship with the magazine's advertising. However, there has been little empirical evidence of this claim, leaving unanswered questions about how this translates into return on investment and how the medium's performance compares with other media. To prove the real value of the reader relationship, the Professional Publishers Association engaged several metrics, designed to account for the unique way that consumers engage with magazines. The key finding demonstrated that magazines offer the highest ROI of any media channel.

Summary
This article looks at the history and current use of econometrics in IPA Effectiveness Awards case studies. The campaigns in the 2012 Awards showed the most use of econometrics to date, demonstrating its increasing importance as a means of demonstrating effectiveness and allocating media funds. The author criticises the single-minded focus of much current modelling on ROI and recommends using econometrics in conjunction with other research.

Summary
As econometric techniques and commercially available econometric software have become more developed, the range of questions and level of detail that econometrics can tackle has opened up. Cook outlines the newer techniques, such as 'Panel' methods that deal with very granular data to the most basic of modelling techniques - Ordinary Least Squares regression. She looks at when they should be used and the questions marketers should ask when using them.

Summary
Historically, out-of-home data has been oversimplified, with agencies using sources such as fortnightly spend or number of panels as an explanatory variable. This oversimplifies the complex nature of OOH. This article shows how to apply econometric modelling to ascribe outcomes of out-of-home investment and identifies key elements that need consideration when these models are used. It highlights how to avoid common mistakes and the role played by creative in the effectiveness of outdoor campaigns.

Summary
There has been rapid growth in the use of econometrics, both as a research tool and as a media optimisation tool. There are two parts to the process inherent in developing any econometric model. It quantifies the impact of key factors but is also a vehicle for testing hypotheses and upholding or rejecting theories about the way a brand or market works. Using the example of the mobile brand O2, an IPA Effectiveness Awards Gold winner, this article explains how econometrics helped to influence creative strategy and led to O2 linking to music to provide a deeper emotional relationship for its customers.

Summary
It can be challenging to decide how best to allocate an often limited marketing budget across a wide set of marketing activities. Conventional models focus solely on incremental volume, often recommending a marketing budget allocation skewed towards promotional activity, which ignores the long-run view. To address this issue, the marketing mix model needs to be re-structured to quantify both short-run and long-run variation in the data, as demonstrated in this article. Not only does this provide more accurate short-run marketing results but, when combined with evolution in intermediate brand perception measures, allows an evaluation of the long-run impact of marketing activities.

Summary
This paper describes the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical methods, coupled with scalable and speedy software run using parallel processing on the “cloud”, is addressed. Results have then been placed in a marketing enterprise-wide simulation model, where the findings have been pressure-tested by senior executives. The paper documents how a close relationship between a savvy client and advanced modelers led to groundbreaking results.

Summary
This paper describes the advances made in econometric modeling techniques for measuring and optimizing both direct and indirect effects of marketing investments including traditional media (TV, Press, Radio, OOH, etc.), paid and organic search, and social media. The results are based on multiple case studies across the world using data from clients, Google, Facebook and other social media sites to explain variations in demand creating activity to business outcomes.

Summary
Mark Riseley, presenting for EMEA Market Insights and Google UK at Warc's Advertising Research asks why evaluating targeted online media (search, display) is hard, and what are the best options, looks at A/B testing - measuring the online-to-store effect with geo-targeted experiments; econometrics - using search data to enhance econometric models; and fitting together research findings, attribution modelling and optimization.

Summary
By using online planning tools that assess the shopper consequences and sales uplifts for each promotional trigger, marketers can accurately evaluate the effectiveness of shopper activation programmes. There are three key factors in deciding how to measure response to activity: the primary purpose of the activation; where to look for the variation in these metrics; and how to analyse that variation to yield insight into what has worked, what hasn't, and why. The IPM Promotions Effectiveness Tool, and others like it, enable marketers to see the 'shopper consequences' of potential marketing decisions in a quick, user-friendly manner. They are available 24/7 and can be used as templates for more bespoke versions. Over 170 companies have used it, including L'Oréal, Coca-Cola and Diageo.