Don’t compare attribution with econometrics, they’re apples and oranges
Hanna WadeThe former approach is tactical and mid-term, the latter strategic and long-term – and both have a place in your measurement armoury.
Proving the value of marketing has taken centre stage
Hanna WadeMarketers are increasingly accountable to their boards for their spend, and to justify it they need to be able to prove its short- and long-term effects.