David Dixon

David Dixon brings more than 20 years of experience in advanced marketing analytics, management consulting and organizational leadership to Marketscience. Before launching Marketscience David was global CEO and managing partner of Ninah Consulting, formerly a leading provider of MMM services owned by the Publicis Group. At Ninah, he was responsible for 10 years of profitable growth, revenues of more than $25 million and 70 full time employees. Prior to that, David established the US operations of Initiative Consulting, a spin-off of the Interpublic Group of Companies’ Initiative Media, and following that, the Marketing Accountability Partnership (MAP), another IPG-owned analytics company. He brings significant experience working with large companies like Apple, Intuit, Verizon, Kellogg’s, Home Depot, Bank of America, Kohl’s and others. David has a Masters’ Degree of Economics from London University.

New research reveals flaws in conventional marketing mix modeling approaches

Press Release 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 …

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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 …

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Identifying The Specific Perceptions That Drive Long-Term Growth In Wealth Management

Challenge   To inform a change in brand strategy with better appeal to new generations of wealth management customers this leading US brokerage and advisory company required a way to quantify the impact of marketing on customer perceptions and customer acquisition and asset inflows The client wanted to identify the specific customer perceptions and marketing …

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The Investor’s Guide to Successful Marketing Analytics

Although data is ubiquitous, only those who know how to use it properly will reap its benefits. In this article, we show how Venture Capital and Private Equity investors can be more accountable in their investments through the use of dynamic, long-term Marketing Mix Modeling.   2019 illuminated serious shortcomings in the investment strategies being …

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

*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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