MKT454 v1

Cain, P. M. (2014). Advanced methods in marketing econometrics. Market Science. https://market.science/wp-content/uploads/Advanced-methods-in-Marketing-Econometrics_Final.pdf

Shares a graphic econometrics model.

Evans, T. (2021, May 5). The “econometric hero” and five questions every CMO should ask about MMM.. WARC An Ascential Company. https://www.warc.com/newsandopinion/opinion/the-econometric-hero-and-five-questions-every-cmo-should-ask-about-mmm/en-gb/4214

Provides an overview of MMM and what leaders should do to use econometrics in organizations.

Lloyd, T., Gaudoin, P., & Watts, S. (2020, November). A guide to econometric modelling for modern marketers. MetaMetrics. https://metametrics.co.uk/wp-content/uploads/2020/11/MetaMetrics-Guide-To-Econometric-Modelling-for-Modern-Marketers.pdf

Provides an in-depth analysis of econometrics and the necessary elements for success.