Use predictive modelling to reduce future risk and improve profitability

Yvonne O’Brien and Tomasz Kolanowski

Predictive modelling, using econometric (marketing mix) methods, is essential for marketing planning especially in a downturn.

Use predictive modelling to reduce future risk and improve profitability

Yvonne O'Brien and Tomasz Kolanowski

We all know budgets are facing increased scrutiny and pressure, with the latest IPA Bellwether Reportshowing record declines in marketing investment....

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