Economist Grace Kite will explain what econometric modelling is and how it can be used to “untangle” different sales drivers.

Not just for evaluating advertising,  Econometrics can be used to untangle all the main drivers of sales, regardless of whether they are trackable. The session will focus on helping you to find numbers that are going to help you improve your campaigns and business performance.


Course Description

An introduction to marketing evaluation

What will participants learn/achieve?

A non-technical overview of different types of marketing evaluation.

– an overview of different methods of marketing evaluation including econometrics
– 5 things we’ve learned from doing lots of econometrics projects over the years
– findings Magic Numbers database of econometrics findings across 400 advertisers
– how its different online – what works best for online born brands

Who is it for? Career Stage?

For brand managers, client-side marketers, and those commissioning campaigns

What is the course’s USP?

Know how to evaluate campaigns!

Marketer Pathways Competencies

Marketer Competencies

  • Marketing Campaigns
  • Customer  Centricity
  • Brand
  • Research

Business Competencies

  • Action & Results
  • Commercial Awareness
  • Project Management
  • Organisational Awareness
  • Planning & Prioritisation

People Competencies

  • Leadership
  • Influencing
  • Negotiation Skills

Course Trainer

Economist and Founder of Magic Numbers

Dr.Grace Kite

With 20 years’ experience, Grace is a business economist who’s worked on more than 100 market mix modelling projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.


She has a blend of human and commercial skills you rarely see in data people. It enables her to work with marketing people to put their numbers to good use and to tell stories that enable change. She build partnerships as well as models, and as a result her findings have real commercial impact.


Grace is columnist at marketing week and WARC, and a regular speaker on marketing effectiveness. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’.


After earning a PhD in Economics, Grace began her career using analytics to evaluate marketing, taking on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded Gracious Economics.


Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix, and she was a technical judge for the 2020 IPA awards.

“Working with Grace… has been one of the most rewarding things we’ve done this year. [Her team] really understood our business, supported us in gathering the data, and then worked hand-in-hand to make sure we ended up with a model that the whole organisation would recognise and understand. I can’t recommend her highly enough.”

Ross Farquhar, CMO, Wagamama

“Grace and the team have been fantastic partners… [her] insightful results will now play a vital role at the heart of our marketing planning.”

Paul Ridsdale, Director of Viewer Marketing, ITV

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.