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Philip Gaudoin has over 20 years of experience in applied econometric modelling. He began his academic career at Cambridge University, where he built econometric models and taught the subject to undergraduates. He moved into the commercial sector and had a particular interest in using modelling to inform marketing strategy.
He’ll share how an econometric model can help marketers demonstrate their department’s contribution to sales, calculate the ROI of media, optimise media budgets, and inform its deployment in the future.
“For most of our clients and users, econometrics is an approach to marketing attribution,” Phil says. “At its heart, what an econometric model is, is a mathematical equation”.
Econometrics is a slightly strange beast in that it combines elements of mathematics, statistics and economics. Fortunately, it can be demystified by the econometricians who know it best.
“We’ve actually found that it’s often hard for our clients to articulate this,” says Bonamy Finch’s Managing Director Paul Carney.
“Segmentation is a programme, not a project. Where many insights projects have specific, targeted, tactical uses, segmentation rarely does. It is a big piece of work that requires a large amount of planning and preparation to be effectively rolled out and have impact.”
In this session, you’ll hear glean expert leanings from over 1,500 segmentation studies.
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