I Did Not Hear You the First Time

Chris Mee and Tim Foley

This paper demonstrates the use of econometrics in the research environment. Traditional media econometrics has used a decayed TVR approach to account for the effects of advertising.

I Did Not Hear You The First Time

How media focused econometrics helped us boost sales

Chris MeeHead of Brand Analysis (Brand Science), PHD Network, United Kingdom. and Tim Foley Director, Communications Insights - Worldwide, Omnicom Media Group, United Kingdom.

Brand Science's approach to modelling is to have no preconceptions as to the behaviour of a brand. The processes adopted are thorough and all encompassing. Any factor, either own competition or market, is considered as an input to a model; a thorough examination of model diagnostics is adhered to allowing for complete confidence in the final...

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