Insights from the IPA Effectiveness Awards 2012: Econometrics - An able servant but never the master

Louise Cook

Browse all the 2012 IPA Effectiveness Awards case studies

Writing this chapter has been both a vivid trip down memory lane and a realisation as to how far the industry has advanced in using econometrics to evaluate communications over the last 30 years. This is not just in terms of the quantity of econometrics being undertaken but also the quality and variety of what is being produced. In 2012, half of all the IPA papers submitted included modelling, and not only for UK brands but also for Latin American, Chinese and Indian ones. This is the highest ever proportion of papers to include econometrics, underlining its increasing importance as a means of demonstrating effectiveness and allocating media funds.