What does it do?

Choosing the right way to spend marketing money across different platforms is trickier than it looks. Last click attribution doesn’t take account of everything else that happens on the customer’s journey, and multi-touch attribution is increasingly being blocked along with 3rd party cookies.

Things get even trickier when it’s time to move into strategies that bigger businesses use – like investing into TV, posters, and radio.

At the heart of our package is a lighter and more agile adaptation of econometrics techniques that offline businesses have been using for decades. It gives you a clear read on the true effect of online and offline marketing, while also identifying the effect of price, product, the pandemic, and competitors.

Included for free is a demand pools run, and we also offer a ‘set up and gentle handover’ service for businesses who want to undertake econometric analysis in house.

How does it work?

Although it’s based on multiple regression, a topic that many data scientists are equipped to have a go at, econometrics is not trivial to pick up and get right.

Our version keeps important elements of the traditional approach – like experienced human beings understanding the business and ensuring the analysis reflects the real world – but it simplifies and automates elsewhere.

What do clients learn?

  • The reason for overall patterns of sales growth
  • How to de-risk awareness building advertising on TV, posters, press, and radio
  • Why Facebook doesn’t match Google analytics
  • The effect of upper funnel online channels like YouTube
  • The effect of price changes, promotions and sales, the pandemic, the weather
  • What competitors do that works
  • Whether and when marketing is genuinely incremental

What do clients do then?

  • Re-allocate spending across platforms, usually to the benefit of upper funnel vs last click channels
  • Identify redundant signposts e.g. brand PPC when SEO is already optimised and the brand is well known
  • Save money
  • Confidently invest into awareness building advertising

Testimonials about our E-Commerce package

  • Grace and team’s model has provided extremely valuable insight, particularly in understanding the incremental value of our brand marketing activity, which we had been previously unable to evaluate due to concurrent promotions, range changes and competitor activity - all of which are accounted for and quantified in their model. The team spent time with stakeholders getting to know our business. The result is that we’re confident the models represent the true revenue drivers in our business. They have already been used in financial planning and budgeting decisions.

    Gemma Phillips

    Insight Manager for Brand and Market, Online Fashion Retailer

  • Grace and the team just delivered 2 days of econometrics training which was just amazing. We went through an entire example econometrics project, and looked at every step of it, from stakeholder management through to the exciting world of modelling and developing actionable insights. I highly recommend Grace, not only is she a super lovely person to work with, but she knows her stuff, and has taught me a huge amount

    Annie Baldwin

    Data Scientist, Online Entertainment Start Up

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