Show Me the Measure

Amy Syracuse

This paper describes market mix modelling (MMM), also called econometrics. Alongside discussing best practice, it emphasises the need for strong management support.

Show Me the Measure

Amy Syracuse

Ensuring that expenditures are working to their fullest potential is arguably the biggest challenge facing marketers today. In the past, most companies were content to allocate budgets on the basis of conventional wisdom, but the pendulum is swinging farther and farther toward accountability. “Company presidents and boards of directors are saying, 'Prove it. Show me the measure that says this is a responsible use of the money we entrusted to you,'” says Simon Dratfield, founder and president of New York– based Dratfield Analytics, Inc.

With the pressure on, various measurement techniques are emerging to...

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