London, UK – April 17, 2019 – Partner marketing analytics firms, Marketscience & Truesight announce today the strategic move of Nitesh Sahay, managing director and associate partner, to the London, UK office from Delhi, India. In the UK, Sahay joins Dr. Peter Cain, founder of Marketscience, to spearhead product development and provide dual support to […]
Has the time for an accountability approach arrived? After the recent news of Comscore’s Chief Executive Bryan Wiener and President Sarah Hofstetter stepping down, we started thinking about the future of media measurement and reporting. As a category, the currency for trading is suffering; with investment dollars increasingly shifting out of TV and into digital, companies like
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A short history lesson in the development of Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) may be all one needs to understand their essential differences. Traditional MMM – a mature, decades-old solution, founded by economists – is backed by an economic theory that substantiates causation behind the models. MTA, on the other hand, arose from
An Open Conversation about MTA Read More »