Dr. Grace Kite helps brands measure and manage their marketing effectiveness and evaluate the impact of revenue. As the Founder of Gracious Economics, Grace and her team have helped hundreds of business leaders understand the right marketing mix by untangling the effectiveness of their growth levers including advertising, pricing, availability, and the economy. Grace has a PhD in Economics, is a regular contributor to Marketing Week magazine, is a technical judge for the IPA. Her client work has led to 10 IPA effectiveness awards and a Cannes Grand Prix.

You can reach Grace on LinkedIn here

0:45 – Introduction

1:50 – What is econometrics is and what do econometricians do?

3:25 – The difference between data science and econometrics.

5:10 – How an economist ended up in marketing.

9:00 – Why discounting and brand building both work

12:45 – When, in a brand’s life, should you start brand building

14:30 – Does all brand-building work?

16:35 – How brand-building works

19:45 – The importance of a media mix to improve ROI

23:14 – Are digital video ads as effective as traditional TV ads

25:35 – The two tasks of online ads

30:50 – The problem with last-click attribution

32:25 – How to think differently about digital ads

36:00 – Defining share of search and

39:50 - How brands can use Share of Search

42:40 – Where Share of Search fits in a customer’s path to purchase

Grace's Marketing Week articles
Gracious Economics