Econometrics as an aid to creativity
Louise CookHolmes & Cook
Econometrics is not just a tool for media optimisation but can be used to improve creative strategies.
In recent years, we have seen rapid growth in the use of econometric analysis, testament to its being a highly capable research tool with a broad spectrum of applications. What we also seem to be seeing is a veer towards its use primarily as a media optimisation tool, whilst we potentially lose sight of its ability to inform creative debate too.
This is understandable in the current climate. Like many research techniques,...