Budget allocation revisited

Karl Weaver, Data2Decisions Ltd, and David Merrick, Business Economics Ltd, look at two recent articles on how to determine the communications budget, and argue that combining the two approaches – response-curve budgeting (based on econometrics) and a scoring system (based on judgements and benchmarks) - may produce the most effective solution.

Budget Allocation Revisited

David Merrick Business Economics LimitedKarl Weaver Data2Decisions Limited

In recent years numerous articles have been written about new methods and techniques for budget allocation. A fair proportion of these have been published...