1. A method for incorporating qualitative factors into an econometric model, the method comprising: receiving time series data, the time series data including data describing the financial performance generated by corresponding marketing investments made as a function of time; configuring the econometric model from the time series data, the econometric model including linear coefficients that define a quantitative linear relationship between the financial performance and the corresponding marketing investments; and adjusting the linear coefficients in accordance with the qualitative factors, thereby enabling the qualitative factors to be quantified into the econometric model.