What we covered in this episode:What is Econometrics and why you do it?The critical role of people in any econometric projectCristiano, Coke and the complete misattribution of dataImportance of senior buy-in to an Econometrics projectMaking econometrics like art on a Friday not maths on a MondayMarketing as an investment not a costHow the data captures the behaviour of peopleWhat Grace learnt when rebranding her businessWhy Grace has been turning business downHow Jon created the Uncensored CMO brand in 45minsWhy every tech company has a blue logoTraditional vs Modern marketing and who is rightIs creative effectiveness really in decline?How life stage influences media choice more than anythingThe Wrong and the Right of it and what the data really saysWhy ‘it depends’ is usually the right answerThe importance of evidence over opinion on social mediaDoes paid search actually lead to sales?The role of search as a window into consumer demandDoes Share of Search actually predict demand for your brandThe one thing Marketers are not talking about but should beAbout Dr Grace KiteWith more than 20 years’ experience, Dr Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand.After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers.Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.

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