Econometrics isn’t just for evaluating advertising, according to Marketing Week columnist and founder of consultancy Magic Numbers, Grace Kite. It can be used to untangle all the main drivers of sales, regardless of whether they are trackable.
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.
The investment may be large and specialist talent hard to find, but Paddy Power marketing boss Michelle Spillane believes working with in-house econometricians is a recipe for success.
Economist Grace Kite urges marketers to get under the bonnet of their econometric modelling to ensure the work is robust and doesn’t go to waste.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.
Few brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
As Mastercard marks 26 years partnering with the Brits, marketing boss Raja Rajamannar discusses consistency, sonic branding and why Generative AI requires serious thought.