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Client Problem
An international travel client was struggling to understand what was driving bookings revenue, and with questions such as how to balance investment in media (and how best to use earned media and outbound marketing) with investment in discounting, and in incentives to indirect sales channels. While the insights team had heard of the use of econometrics to understand and quantify the different drivers of demand, there was a belief that their product sector was too complicated for such solutions to work.