Demand generation: how we made econometrics free to all

Thinkbox, the marketing body for commercial TV in the UK, made rigorous econometrics available to all for free by building Demand Generator, a unique, online took that determines the optimal media mix specific to a brand's category, budget and goals.

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...

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