Tag: the wheelhouse

In this latest edition of our blog The Wheelhouse, Director Gavin Desir makes the case for building econometric models that balance both the long-term and short-term impact of marketing investment. He puts a particular emphasis on taking proper account of the long-term impact which many – particularly digital-first, attribution-based – models tend to overlook.

Last month, Thinkbox – the marketing body for commercial TV in the UK – published the sequel to its ground-breaking Profit Ability analysis of the business case for advertising from 2017. Discover the key slide in the Profit Ability 2 report that almost went unnoticed.

Inés Miranda – Director at Ebiquity Iberia – presents new research data that show how out of home (OOH) media can provide a significant, incremental boost to other media channels.

Principal consultant Steffen Kapffenstein makes the case for fast-moving consumer goods brands investing in dedicated analytics to optimise the effectiveness of their promotional spend.

Group Director Nic Pietersma weighs up the pros and cons of including brand ‘pay per click’ (PPC) advertising in econometric models of market mix modelling (MMM).