Econometrics delivers ROM for Audi

Brian Carruthers

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

Audi prides itself on the quality of its engineering - one would expect no less of a German carmaker - and it has built a culture of analytics to sit alongside that. The econometric models it has created weave manufacturing, marketing and media together into the fabric of the business in such a way that business decisions can be joined-up.

“We can run these models with a high degree of certainty that will tell people: if we want to sell 200,000 cars next [year], this is how much media you need to put behind it,” Benjamin Braun, UK marketing director...

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