Marketing effectiveness: the quest for proof

This article introduces a series of articles on measuring marketing effectiveness, celebrating the often unseen and unnoticed work of econometricians in determining what advertising works and why.

Marketing effectiveness: the quest for proof

Colin GrimshawWarc

Marketing Effectiveness

This article introduces a series of articles on marketing effectiveness. Read more.

Econometricians are the unsung heroes of marketing effectiveness. You may see them credited at the bottom of an awards entry. Without them, we'd all be fumbling in the dark inventing ever more nebulous reasons for spending money on advertising. In this Admap edition we celebrate them and their endeavours.

The need for econometricians has never been greater. A confluence of pressure on marketing budgets and a plethora of channel choices, with myriad permutations...

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