Louise Cook

Louise Cook

Holmes & Cook , Managing Director

Louise has over 30 years’ experience building innovative and repeatedly awarded econometric models to evaluate communications and marketing effects. She is four times winner of the IPA Effectiveness Awards Grand Prix and has also won Mediatel’s Media Research Effectiveness Award for ground-breaking work on radio effectiveness. Louise is the author of the IPA publication Econometrics Explained and has chaired the econometrics judging panel for the IPA Effectiveness awards.

Louise has evaluated the impact of marketing not only on company profit but also on broader issues such as crime reduction, drink-driving and on encouraging the public take-up of charity helpline services. Recently she also worked with the Irish National Lottery to assess how their Good Causes campaigns influence lottery participation.

Training her horse and taking her Landrover Defender on off-road adventures are favourite ways to have fun! Her horse is an irrepressible Connemara x Irish cob who hails from Tallaght - though an Irish guest at a wedding once told her never to admit that!


At DMX Dublin, Louise will be joining the panel discussion on:


How profitable is your advertising? Econometric Modelling in practice

Marketers create real value and growth for their companies. But we are less good at proving it to our CEOs and CFOs. Learn how Irish brands are using Econometric Modelling to prove how profitable their marketing is. This session tackles questions about what it is good at, what it is less useful for, best practice in modelling, as well as practical questions about the costs and timelines to implement.  


Joining this panel discussion is Louise Cook, Managing Director of Holmes & Cook, Dr. Grace Kite, Managing Director & Founder at Magic Numbers, Michael Dargan, Head of Consumer Marketing at AIB & Ronan Brady, Managing Director of Data at Core. This panel will be facilitated by Paul Dervan, CMO at the National Lottery.

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