Les Binet: Optimising marketing investment in inflationary times

Explores some of Les Binet’s thinking and presents evidence for using econometric analysis to help optimise marketing activity in uncertain economic times around profit rather than RoI.

Econometrics has fallen out of fashion, but the godfather of marketing effectiveness argues that it is the tool that will guide brands through these difficult times. 

In part, says Les Binet, group head of effectiveness at adam&eveDDB, speaking...

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