The Wrong and the Real of it

The Long and the Short of It explains how advertising works. Grace Kite, an economist and founder of Magic Numbers, which has been evaluating marketing for 20 years, asks whether it holds up in the real world, where CMOs don't last long, budgets are limited and pandemics or stock-outs wreck the plan. Her answer comes from a review of two decades of econometric projects.

You'll learn why growth from performance marketing eventually plateaus for digital brands and how brand building breaks through, why stronger brands get higher click-through rates in paid and organic search, and how that makes all marketing cheaper through auction and ranking algorithms. Grace also shows cases where brand building didn't work and explains how econometrics helps break the catch-22.