Dr. Grace Kite helps brands measure and manage their marketing effectiveness and evaluate the impact of revenue. As the Founder of Magic Numbers, Grace and her team have helped hundreds of business leaders understand the right marketing mix by untangling the effectiveness of their growth levers including advertising, pricing, availability, and the economy. Grace has a PhD in Economics, is a regular contributor to Marketing Week magazine, is a technical judge for the IPA. Her client work has led to 10 IPA effectiveness awards and a Cannes Grand Prix.
- 0:45 – Introduction1:50 – What is econometrics is and what do econometricians do?
- 3:25 – The difference between data science and econometrics.
- 5:10 – How an economist ended up in marketing.
- 9:00 – Why discounting and brand building both work
- 12:45 – When, in a brand’s life, should you start brand building
- 14:30 – Does all brand-building work?
- 16:35 – How brand-building works
- 19:45 – The importance of a media mix to improve ROI
- 23:14 – Are digital video ads as effective as traditional TV ads
- 25:35 – The two tasks of online ads
- 30:50 – The problem with last-click attribution
- 32:25 – How to think differently about digital ads
- 36:00 – Defining share of search
- 39:50 – How brands can use Share of Search
- 42:40 – Where Share of Search fits in a customer’s path to purchase
