JICMAIL issues econometric challenge to the measurement industry


The JICMAIL econometrics whitepaper is out now. Co-authored with renowned econometrician Louise Cooke, the paper covers four key principles for harnessing the power of JICMAIL data in the Marketing Mix Modelling process.

The guidelines issued in the paper entitled Best Practice Econometrics: Harnessing the Power of JICMAIL to Measure the True Effects of Mail were drawn up as a result of an industry roundtable event attended by ISBA, the IPA, Royal Mail, Sky, British Gas, PWC, Mediacom, Brightblue Consulting, Holmes and Cook and JICMAIL in October 2019.

You can download a copy from Mediatel today.

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