#brand planning, Econometrics, as explained by the IPA

We live in tough times

Marketing budgets are being scrutinised harder than ever. Activity that doesn’t add to the bottom line is increasingly difficult to justify. In this climate, spending on communications can seem like a luxury. So wouldn’t it be easier if there were a way to measure the payback from your marketing communications?

The (an) answer is Econometrics and a paper from the IPA by Louise Cook and Mike Holmes is a really interesting – or required – read for agency planners and clients.

Whilst this may be detailed, the paper provides an excellent overview.

Source: IPA



About
Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.

He is Founding Partner at Metropolis Partners


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