November 2021

Correlation vs. Causation: Measuring Short- and Long-Term Effects of Marketing Investments

For decades MMM has been seen as a way to identify the “50% of advertising spend that is wasted”. However, failure to acknowledge two fundamental issues will risk continued waste through misestimation of both Performance and Brand Marketing, resulting in suboptimal allocation of marketing investment and significantly reduced marketing effectiveness. Modern Marketing Mix Models have […]

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Marketscience launches BaseDynamics: A More Accurate Measurement of Short- And Long-Term Marketing Effectiveness

New York, NY and London, UK – October 2021 — Independent marketing analytics firm Marketscience announces today the launch of BaseDynamics, a holistic Marketing Mix Modeling approach to quantifying short and long-term marketing effects, validated by peer-reviewed published research by Marketscience Partner and Founder Dr Peter Cain in the International Journal of Research in Marketing

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Understanding The Long-term Impact of Sponsorships In Retail Banking

Challenge A large multi-line regional bank was looking for a way to evaluate its investments in day-to-day customer acquisition marketing alongside the more substantial investments made into various sponsorship programs spanning sports, arts and community events It wasn’t clear what metrics could be used to compare these very different investments and nor was it clear

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Identifying Short- And Long-Term Growth Drivers In Retail

Challenge A large US retail home goods client with a multi-channel media strategy wanted to understand the optimal levels of off and online marketing investment across a $90+ million budget to maximize short-term sales and long-term brand growth. The client selected Marketscience as a trusted advisor to evaluate and help improve its short and long-term

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