Aviva on why in-housing econometrics is no ‘silver bullet’ for success
Bringing econometrics fully in-house can work for some brands, but finding a balance between external expertise and internal knowledge works best at insurer Aviva.
Bringing econometrics in-house is not the “silver bullet” to prove marketing effectiveness, but it is an option worth exploring if brands can find data scientists who understand their industry, says Aviva’s Rhea Fox.