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.

Alan Smith, IJA, Vol 18 No 2 (1999). This paper argues that much current campaign tracking and econometric modelling is systematically undervaluing good agency planning practice and the potential of ...