MarketingReality seeks order in chaos
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UK-- Marketing services group Indicia has launched a new business aiming to use econometric modelling to help clients understand the influence of their various marketing channels.
The new firm, MarketingReality, is headed by managing consultant Jo Young, who joins from Marketing Databasics – Indicia's first acquisition two years ago. Young will be supported by external consultant Joe Yasin.
Indicia CEO David Perkins said MarketingReality is based on the idea that while marketing channels are fragmenting, real life “happens all at once”. By combining econometric modelling with customer behavioural data, the firm aims to “disentangle” the numerous factors affecting marketing performance, so clients can allocate their resources more effectively.
Jo Young told Research: “Econometricians are used to using top-level sales data and data analysts are used to using transactional-level data. We're combining the two. We're bringing econometric modelling to life at the customer end so it becomes more actionable.”
MarketingReality will sit alongside Marketing Databasics and Indicia's recently acquired direct marketing agency Entire.
Author: Robert Bain
