Econometrics or Market Mix Modelling

The proliferation of diverse and technically sophisticated means of communication presents new challenges for fundraising organisations: so many new opportunities to reach out to supporters, and so many ways for supporters to engage. These may have huge strategic potential, but as the number of channels and touch-points increases, measurement of individual campaign and channel effectiveness becomes more complex. Can econometric modelling provide invaluable new insights? Jon Kelly thinks so.

Download our Overview paper on econometric modelling here.

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