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May 2019

Marketscience-Truesight & Intel Win I-COM Data Creativity Award for Attribution

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Marketscience-Truesight have been awarded I-COM’s 2019 Award in Data Creativity. The award, which acknowledges the most creative people & companies in achieving business value / competitive advantage for their clients by leveraging value from data, was announced at the I-COM Global Summit on May 14th. The award entry details Marketscience-Truesight & Intel’s efforts in developing […]

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Should MMM Reports Be Vendor-Based?

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Traditionally, marketing mix models (MMM) have analyzed performance by channels – such as TV, print, radio, and digital – all because it aligned to how media was bought. Nowadays however, buys are increasingly integrated, meaning that media conglomerates like Comcast, Facebook, and Google package multiple channels together. When channels like TV and digital are bundled

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Potential implications for marketing, measurement and ROI in a post-GDPR world

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*This is an except from a larger piece written for WARC AdMap in their May 2019 edition. To view the full piece, visit www.warc.com With nearly one year under its belt, the implications surrounding marketing and digital measurement in a post-GDPR world are just beginning to emerge. Multi-Touch Attribution (MTA), the model that utilizes digital

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