When we first wrote about analytics enablement in 2019, marketing analytics was resisting in-housing in a way that media buying was not. Three barriers explained why: talent, trust and technology. Seven years on, one of those has changed materially and the other two have not. That asymmetry, rather than any single conclusion, is what should
Marketing Mix Modeling: Managed, Collaborative or In-House? Read More »
Abstract Marketing mix modeling (MMM) has measured media effectiveness for decades, and lately it has gotten faster: models that once ran quarterly now refresh monthly, and vendors compete on near-real-time dashboards. Yet the distance between what measurement shows and what the business can act on has barely narrowed. Speed alone was never going to close
Fast Models, Slow Systems Read More »
Abstract Generative AI is eroding the visibility that marketing measurement has depended on for two decades. The behavioral signals underpinning attribution were already under pressure. Â AI adds to that pressure by influencing decisions earlier in the journey, often without leaving a trace that conventional tools can capture. At the same time, brand visibility within AI
AI Is Breaking Marketing Visibility and Forcing a Rethink of Measurement Read More »
Introduction AI models hold tremendous potential to speed up and improve a variety of processes. Marketing is no exception, and AI tools are being rapidly adopted across a wide range of functions including analytics and decision support, whether to support human decision makers or automate processes such as AI-driven programmatic ad serving and targeting. As
When Generative AI Sounds More Certain Than It Is: The Confidence Illusion Read More »
Challenge This case study examines how advanced marketing modeling can quantify the long-term marketing impact of brand investment in the quick-service restaurant (QSR) industry. A leading national QSR brand had invested in brand-building for multiple years. While short-term marketing mix models demonstrated immediate sales lift, leadership faced bigger strategic questions: Are there identifiable long-term effects
Quantifying the Long-Term Impact of Brand Investment in QSR Read More »
Introduction Brand remains one of the most influential yet least rigorously measured drivers of enterprise value. Its effects build over time, influencing demand, pricing power, and customer loyalty well beyond standard reporting cycles. By contrast, much of today’s measurement infrastructure, particularly Marketing Mix Modeling (MMM), has historically focused on short-term, in-period responses to media and
Measuring and Integrating Brand in MMM to Drive Long-Term Value Read More »
Challenge A leading SaaS platform operating in a competitive and volatile market sought to improve how marketing performance was measured and forecasted. Existing analytics focused primarily on short-term subscription response, which made it difficult to distinguish temporary fluctuations from meaningful changes in underlying demand. As a result: Short-term performance volatility triggered reactive budget decisions Upper-funnel
Multi-Horizon Measurement of SaaS Marketing Performance Read More »
Introduction: Economic Value, Incrementality and Returns Marketers, agencies and analytics companies dedicate significant effort to understanding and maximizing returns from marketing investments. All approaches to evaluating impact of marketing share a similar structure whether based on Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), Experiments or other approaches: (Outcome from Marketing × Economic Value of Outcome)
The Economic Value Of Marketing: A Financial Perspective Read More »
Marketing mix modeling (MMM) has seen a surge of popularity in marketing analytics in recent years, with open-source solutions making it more accessible than ever. But alongside these advances come critical challenges that can make or break decision-making. In a recent Marketing Accountability Standards Board (MASB) webinar, our Executive Partner Dr. Peter Cain explored the
Dr. Peter Cain on Marketing Mix Modeling Pitfalls: Webinar Recap Read More »
Copenhagen, Denmark – September 3, 2025 — Marketscience, a leading marketing effectiveness consultancy, has opened a new office in Copenhagen to strengthen its presence in Northern Europe. The expansion reflects the company’s commitment to helping brands across Denmark, Sweden, Norway, and Finland make smarter, data-driven marketing decisions. The Nordic region is known for its dynamic
Marketscience Opens New Office in Copenhagen to Serve Nordic Clients Read More »