Admap February 2014

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Admap: February 2014

Econometrics for maximum advertising effectiveness
Econometrics can be a valuable tool for predicting the effect that marketing spend will have on sales. And in proving that effect, it is critical in demonstrating effectiveness. However, it can be treated with caution and suspicion, or conversely as a panacea for every measurement challenge. This issue looks into effective ways to apply econometrics and demonstrates its benefits.

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ECONOMETRICS

Econometrics

ECONOMETRIC MODELLING
Maximise effectiveness

MEDIA OPTIMISATION
Invest in the best channels (free)

DIGITAL MEDIA ATTRIBUTION
Offline and online purchase journey

ADVANCING MODELLING TECHNIQUES
Consumer mix modelling

LONG-TERM VS SHORT-TERM
The case for long-term advertising


BEST PRACTICE

Best PracticeContextualised data

Categorising content and building user profiles helps discover ideal customers


TRENDWATCH

Samoa AirlinesBitter truths

Actively shame, frustrate or inconvenience consumers to win back their attention


BOOKSHELF

Updating retail relationsSPEED READ
The Social Media MBA in Practice
Christer Holloman

BOOKS THAT INFLUENCED ME
Liz Wilson – CEO, Stack


ALSO IN THIS ISSUE

Jamie Oliver
Jamie Oliver

LOWDOWN

Samsung Smart HomeConnected devices

Smart homes to improve people's lives - and the world - better are becoming a reality


INFORMATION

Further details on Warc's monthly magazine including:

About Admap
Subscriptions
How to advertise
Write for Admap



MYTHBUSTER

MythbusterLes Binet and Sarah Carter get a little bit angry about the nonsense they hear around them… like the idea that marketing must be serious.


ADSTATS

AdstatsConfectionery adspend

Global confectionery adspend was US$2.8bn in the first nine months of 2013


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