The Wrong and the Real of it


Grace Kite

The Wrong and the Real of it

Grace Kite


Grace is an experienced business economist and a big proponent of econometric / market mix modelling to answer the million dollar question – how do we prove our marketing & advertising impacts sales? She strives at all times to produce research that’s easy to understand, trust and use – a refreshing counterpart to industry’s often convoluted metrics and dashboards. Her work has also led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. Together with Tom Roach, they will build upon the teachings of Binet & Field, poke some of the most established industry clichés with a stick and offer a refreshing perspective on how to measure the impact of our work.

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