Point of View: Modelling's new face

As econometric techniques and commercially available econometric software have become more developed, the range of questions and level of detail that econometrics can tackle has opened up.

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,...

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