Point of View: Modelling's new face
Louise CookHolmes & Cook
Modelling is being used more and more to tease apart the various contributions to sales movements. But every econometric modelling agency seems to approach it in a different way. They even call it by different names. Why?
Once upon a time, a model was pretty much a model, restricted by computer power and available data. The questions being asked by the marketing community used to be simpler. Now, any modelling approach has to cope with vastly more complexity – a frantic promotional timetable, complex media schedule and, this year,...