An interview with Tom Roach and Grace Kite

After their talks, Tom Roach and Grace Kite interview each other. Grace, founder of Magic Numbers, explains where econometrics in advertising came from, from Louise Cook and Les Binet at DDB in the 1980s to today's digital brands, whose measurement is breaking as third-party cookies go away. Tom describes how, after years at big creative agencies, he has been heading "down the funnel" at Jellyfish.

You'll learn why econometrics is especially useful right now, why even automation can't take out the people who defend the results in the boardroom, and what Tom means by "bothism", combining brand and performance. They also discuss why media planning and advertising planning should never have been split, and why TV is also one of the best direct response channels there is.