How econometrics can help make marketing more accountable, more effective, and more profitable. What you can do with it, and how it can make you money.
Econometrics is a proven discipline in advertising and communications, but its value as a predictive tool for developing cohesive business strategies for organic growth across the wider business portfolio and marketing mix – from pricing to distribution, portfolio management to budgeting – is less well developed.
Econometrics in the C-suite seeks to address this planning gap.
If you are a CMO, CFO or CEO looking to understand the role that econometrics can play in scenario planning and long-term brand-building at profit, then this publication is for you.
Similarly, if you are an econometrics provider, consultant or partner agency to the C-suite, we bring you a series of case studies from leaders in the field to help your most senior clients understand the future potential for econometrics in wider business decision-making, based on evidence-based principles and practices.
Econometrics in the C-suite is written as a standalone publication, but it can be read as a companion to one of the most enduring and downloaded IPA publications Econometrics Explained 2 – essential reading for those new to the discipline who want to master marketing effectiveness.