Blogs

Marketers want clear answers: Which campaign worked? What drove sales? But human behaviour? It’s messy, unpredictable, and often downright irrational. Econometrics doesn’t pretend human behaviour is tidy. It embraces the mess.

Marketing Mix Modelling (MMM) has been deemed as a ‘big brand tool’ that was complex, and slow, however it's having somewhat of a renaissance.

When we think of predictive modelling work, it's crucial to balance the allure of complexity with the practical benefits of simplicity...

Historical data is a treasure trove of insights that is often undervalued, underutilised, and overlooked by businesses...

Here are eight good reasons not to mark your own homework when it comes to identifying which marketing strategies are working...