Measure your marketing ROI with a hands-on modelling experience

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

This course enables you to gain an understanding of the principles of econometric modelling and how this approach is used to calculate the ROI (return on investment) of marketing activities. The content provides a grounding in the key principles that are important whether you want to run models yourself or gain a better understanding of the process in order to be a more effective buyer of these services. It also provides hands-on experience in building basic models and enables you to become familiar with price elasticity calculation and pricing optimisation, as well as basic simulation approaches.

Learning outcomes
  • Understand whether econometric modelling is an appropriate solution to the research question
  • Critique a model or modelling approach effectively
  • Run simple econometric models using Excel
  • Use these models to calculate directional ROI for marketing activities
  • Understand the concept of price elasticity
  • Understand the principles and pitfalls of simulations, and the pros and cons of econometric modelling in the context of other research approaches
Who will benefit

 Researchers who need to understand this area in more depth but feel daunted or frustrated by the complex ‘black box’ nature of modelling. Basic spreadsheet skills are an advantage, but the course assumes no prior knowledge of the topic.

Testimonials
“A good overview of the techniques behind Econometric Modelling, presented in a way thats easy to understand.”

Mark McClay, Tesco
06 October 2016

“Informative.”

Jegamohan Vicneswararajah, Kantar Media
06 October 2016

“Comprehensive and very detailed.”

Ian Thomas, NGI
06 October 2016

“Interesting and informative.”

Adam Peacock, Codename Consulting
23 February 2016

“Excellent introduction to the subject matter.”

James Morgan, Kantar Media
23 February 2016

“Well structured, from basic to indepth.”

Jingxue Chen, Bonamy Finch
23 February 2016

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Additional Information

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