The Perils of Econometrics; Modeling Is a Sophisticated Tool, but Conference Panelists Disagree on How Methodology Should Be Applied.(Media Planner)

TelevisionWeek,  March, 2004  

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Byline: Jon Lafayette A group of about 300 media planners last week heard that there is a need for their input somewhere in the heart of the sometimes mysterious process of econometric modeling. Econometric modeling, one of this year's buzzwords in media circles, is designed to use sophisticated data processing to determine which types of marketing and media spending produce sales results.

But a panel assembled at a conference sponsored by TelevisionWeek at the Grand Hyatt Hotel in New York said econometric modeling-like the much-ballyhooed optimizers, designed during the '90s ...

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