Econometrics is often misunderstood and viewed with suspicion. But used appropriately it is a powerful tool to maximise the effectiveness of marketing strategies. Econometric modelling allows us to ...

Provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale. Econometric modelling is a broad-level analytical ...

At Ad:tech Australia this week, Beiersdorf’s Paul Croci and Millward Brown’s Mark Henning explained how the company has approached econometric modelling to gain a better understanding of attribution.