Summary
If every advertiser built their media plans on econometric foundations, we wouldn't have written this award entry. Because what we achieved wouldn't have been so urgently needed. Those who do use econometrics, see how media have powerful indirect effects, and they invest accordingly. But many can't afford econometrics and are dependent on short-term, easily accessible data, which falsely encourages over-investment into channels most obviously linked to sales. Media like TV, print and radio miss out. But those days are now over. For the first time, Demand Generation has made rigorous econometrics available to all. For free. This was Thinkbox's...