Demand Generation: How we made econometrics free to all

"If every advertiser built their media plans on econometrics, we wouldn’t have written this award entry, because what we achieved wouldn’t have been so urgently needed.

Those who use econometrics, see how media have powerful indirect effects, and invest accordingly. But many can’t afford econometrics and depend 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.

Those days are now over. For the first time, Demand Generation made rigorous econometrics available to all. For free. This was Thinkbox’s most ambitious research yet and it built the Demand Generator, a unique online tool that determines the optimal media mix specific to a brand’s category, budgets and goals."