Swapping econometrics for test-and-learn: Vodafone’s new media strategy

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.

Swapping econometrics for test-and-learn: Vodafone’s new media strategy

Joseph CliftWarc

Econometric models might be a useful strategic tool, but they are not suited for giving marketers actionable advice on media choices while campaigns are running.

That was the message from David Still, head of insight at Vodafone, the UK-based telecom. He was speaking at an event organized by Thinkbox, the commercial TV trade body, and held in London in November 2015.

Still’s presentation cut against the grain, as econometrics has become a much buzzed-about technique among marketers of recent years, despite its long heritage of...

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