JICMAIL, the joint industry planning currency for advertising mail, has today released a whitepaper and checklist for applying previously unavailable mail interaction data to the marketing mix modelling process.
The measurement of marketing effectiveness has never been a more significant topic and JICMAIL is calling on econometricians to review the mail data used in their models.
Econometric models, for want of better data, routinely measure the effects of advertising mail across truncated time frames while narrowing in on only the most directly attributable sales effects driven by the channel.