Econometrics for media optimisation

This article describes the role of econometrics in determining which media channels are best to invest advertising, in order to gain the best short and long term results.

Econometrics for media optimisation

Chris Sloane and Sam FellowsOhal

With a hypothesis, methodology and model, media saturation curves can help determine the best channels to invest advertising in, as well as those performing less well, to boost sales.

Marketers are frequently looking to understand how to optimise their media mix and while there are various analytical techniques that can help them do this, it is generally accepted that econometrics is one of the most important elements in their toolkit. Like any analytical method, it will not be able to answer every question – and no marketer should ignore...

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