JICMAIL issues econometric challenge to evaluate the true effects of mail
Following an industry roundtable event including Sky, British Gas, PwC and MediaCom, JICMAIL have released a whitepaper outlining a 12 point checklist based on four key principles for applying previously unavailable mail interaction data to the marketing mix modelling process. The measurement of marketing effectiveness has never been a more significant topic and JICMAIL is calling on econometricians to review the mail data used in their models.
Click the link below to download the white paper
Find out how to apply the 12 point checklist to econometric models to measure the true effectiveness of mail.
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jicmail_best-practice-econometrics_-harnessing-the-power-of-jicmail-to-measure-the-true-effects-of-mail pdf
