Marketing effectiveness: the quest for proof
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...