A beginners guide to understanding econometrics and measuring the payback from marketing communications from the IPA.

Written by Louise Cook and Mike Holmes (Partners, Holmes & Cook), and edited by Les Binet (European Director of DDB Matrix), 'Econometrics Explained' is the industry's first guide to explain how to use econometrics to measure the impact of communications on sales and profits.

The guide covers the principles of econometrics and seeks to dispel the belief that econometrics is an obscure and intimidating practice used only by academics by tackling the essential concepts in a straightforward and user-friendly way.

• Econometrics
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