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In the Mix

Knowing where best to invest marketing spend requires context, precedent and common sense. Marketing mix modelling can be a vital tool for determining return on investment, but the models are not without their limitations. By Tim Phillips

Tim Phillips

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Richard Thaler In Seven

Richard Thaler is an expert in behavioural economics and finance, and the psychology of decision-making. He is co-director of the Behavioral Economics Project at the National Bureau of Economic Research. In 2008, with Cass Sunstein, he Co-wrote Nudge, which laid out concepts of behavioural economics to tackle many of society’s major problems