Econometrics for marketing decisions, one case at a time.
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The split a board asks for: the year you would have had anyway, and what marketing added on top of it.
A step of the Discovery Path.
Two years of revenue at a merchandising business, split into two bands.
The lower one is what the business would have done with the media budget at zero. The upper one is what the campaigns added.
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"How much of the year did marketing actually add?"
It is the question every client asks once a year, usually in the last ten minutes of a meeting about something else. And the honest answer, in most agencies, takes six weeks and a specialist supplier.
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