Irina Pessin

The Economic Value Of Marketing: A Financial Perspective

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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) […]

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Dr. Peter Cain on Marketing Mix Modeling Pitfalls: Webinar Recap

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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

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Marketscience Opens New Office in Copenhagen to Serve Nordic Clients

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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

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Marketscience Earns SOC 2 Certification for Data Security

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New York, New York, United States, July 25, 2025 — We’re proud to announce that Marketscience has successfully achieved SOC 2 Type II certification for our Studio platform and related services – marking a significant milestone in our commitment to data protection, system reliability, and client trust. Developed by the American Institute of Certified Public

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Generative AI in Action: ChatGPT, Claude & DeepSeek Compared

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NEW YORK, NEW YORK, UNITED STATES, July 1, 2025 — A new research report from Marketscience provides the first comprehensive comparison of how leading generative AI models perform on practical marketing data challenges as organizations struggle with increasingly fragmented data across CRMs, social platforms, and analytics tools. The report “Streamlining Marketing Data Management with Generative

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Streamlining Marketing Data Management with Generative AI

Leave a Comment / Marketer's Guide to Measurement

Abstract As marketing data grows more complex and fragmented across CRMs, social platforms, web analytics tools, and third-party sources, transforming that data into actionable insight has become one of marketers’ biggest operational hurdles. Generative AI, especially large language models (LLMs), offers a new way forward: automating repetitive tasks like cleaning, structuring, and integrating data with

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Marketscience Unveils Brand Video On Marketing Effectiveness

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NEW YORK, NEW YORK, UNITED STATES, February 24, 2025 — Marketscience, a leading marketing effectiveness analytics consultancy, has launched an intro video that highlights its cutting-edge solutions for helping businesses optimize their marketing investments with confidence. The video highlights the company’s core values, services, and unique approach to delivering tangible outcomes through their Marketscience.Studio SaaS

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Multi-Market ROI Analysis For An Amusement Park

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Challenge A large US amusement park corporation operating across 12 DMAs was looking for a marketing measurement solution to inform their marketing strategy across media tactics and DMAs. They had historically based marketing investment decisions on historical budgets and in a siloed fashion without any data-driven analysis around Return On Marketing Investment (ROMI). They were

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Airline Demand: Strategic Short- and Long-Term Analysis

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Challenge Being faced with stiff competition in the airline industry and increasing fuel prices, this global airline needed a deeper understanding of the performance of their marketing budgets and how to position themselves in the marketplace. Given the long-term investment requirements of opening new flight routes it was even more important for this airline to

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