To view a recording of the webinar click here

Following an industry roundtable event including Sky, British Gas, PwC and MediaCom, JICMAIL have now 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.

Listen again to our webinar to hear the white paper’s authors, Ian Gibbs, JICMAIL, and Louise Cook, Holmes & Cook, talk you through the necessity of updating econometric models with JICMAIL data using the twelve point checklist.

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