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 ...

Facebook’s Tony Evans considers how Media Mix Modelling should be reinvented to reflect today’s marketing priorities. Media Mix Modelling (or MMM) was first developed back in the 1970s to measure the ...