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Econometric modelling

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Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

Article

This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Article

This article examines multi-channel attribution solutions and criticises their tendency to fail to account for the impact of non-digital media.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Opinion

From the outside, performance marketing can appear to be a complex beast, however, this doesn't have to be the case.

Article

This article introduces a series of articles on measuring marketing effectiveness, celebrating the often unseen and unnoticed work of econometricians in determining what advertising works and why.

Research Paper

This paper explores the confusion of causation with correlation, illustrated by an analysis of the factors behind the rise of electoral support for the extreme-right-wing National Front party in France.

Case Study

This paper describes how UK bank NatWest integrated a diverse range of data sources into a multi-faceted modelling framework called the Brand Contribution Programme to lay the foundations for a new approach to the bank's marketing investment.

Article

This article argues that marketers must identify and focus on the significant inputs and drivers of brand performance, not just the incidental noise of digital data.

Article

This article, taken from the Warc Toolkit 2016 report, looks at developments in attribution and modelling, including new forms of campaign analysis.

Article

This event report discusses how Vodafone, the telecoms provider, uses pharma-style controlled tests, rather than econometrics, to tweak its ad media usage during campaigns.

Article

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Article

Thsi article discusses a shortage of data science professionals and looks to the UK's education system to explain why.

Article

This article discusses Consumer Mix Modelling (CMM), a proposed next generation method to Marketing Mix Modelling, which uses the growing amount of single source data to understand marketing effectiveness on the level of individual consumers.

Article

This article describes how econometrics modelling can be used to substantiate claims of advertising having a longer-term impact on sales.

Article

This article discusses econometrics, arguing that the process of modelling is both a science and an art, and can produce results with different degrees of certainty.

Article

This article presents an aggregate econometrics modelling framework in order to determine the impact of traditional and digital marketing.

Article

This article describes the role of econometrics in determining which media channels are best to invest advertising, in order to gain the best short and long term results.

Article

This event report addresses the issue of whether data and creativity can truly work together. Based on presentations from broadcaster Channel 4 and agency We Are Social, it suggests that the raft of facts and figures now available online certainly improve aspects of the user experience, such as by providing accurate recommendations of similar content to that they previously enjoyed.

Article

This presentation attempts to predict future Cannes Lions award winners by measuring emotional responses to campaigns through facial coding.

Article

This event report assesses Procter & Gamble's approach to digital marketing. It begins from the premise that this concept is, in fact, almost dead as marketers commonly understand it.

Research Paper

Judging advertising creativity at award shows is poorly understood. This research assessed what constitutes advertising creativity; examined the benefits and consequences of advertising-award shows; and investigated how judges bestow creativity awards.

Article

This article argues that data and creative teams should be increasingly intertwined to maximise the potential of Big Data, and offers some tips towards achieving this.