History

Princeton Brand Econometrics was founded in 1991 by Barry Tannenholz and Mehdi Benchekroun. Fresh from earning his PhD in Applied Mathematics from Cornell University, Mehdi joined as a founding partner. Together, they set out to change pharmaceutical forecasting forever — building proprietary models that delivered a level of accuracy the industry had never seen before.

Their vision was simple but powerful: combine rigorous mathematics with deep industry insight to give pharmaceutical companies the clearest possible view of the future. Today, Mehdi Benchekroun and Cory Davis are the two partners leading the firm and carrying forward that original vision of unmatched precision and innovation.

Cory Davis joined PBE in 2004, helping to expand the firm’s client base and automating key components of our early forecasting tool, ScriptCAST. In 2011, Cory was promoted to Partner. Since then, he has played a pivotal role in strengthening client relationships and driving the continued innovation of our proprietary forecasting technologies.

While we have completed select projects outside prescription pharmaceuticals — including work for OTC drugs and a groundbreaking price-elasticity study for American Express — our heart has always been in the prescription pharmaceutical industry. Early on, we made the deliberate decision to invest heavily in R&D. That bet paid off. The result was a suite of proprietary forecasting tools, originally led by Mehdi and Barry, that remain among the most accurate in the world.

Our team members come from diverse backgrounds — mathematics, engineering, physics, economics, and statistics. What unites them is a shared passion for breakthrough work and an ability to translate complex models into clear, actionable insights for non-technical clients.