Irina Pessin

Marketscience Launches New Blog Series “Marketer’s Guide To Measurement”

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NEW YORK, NEW YORK, UNITED STATES, December 6, 2023 — In today’s ever-changing marketing landscape, it can be challenging for executives to stay on top of the latest measurement techniques and industry developments. This is why Marketscience, a leading marketing analytics and consulting firm, is excited to announce the launch of their new blog series, “Marketer’s …

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Sales Funnel Measurement For An Automotive Maker

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Challenge To regain competitiveness, this large global automotive manufacturer undertook a significant rationalization of its name badge portfolio which also required a major reorganization of its efforts across both merchandising and marketing. A new executive management team was open to better ways to balance investments. ​ They were looking for a provider that could help them answer some …

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Modeling And Optimization in Digital Health

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Challenge As a startup in the competitive digital health environment and in light of a recent and substantial decrease in media spend, our client wanted a deeper understanding of the performance of their marketing budgets to generate higher customer LTV. ​ A more robust understanding of the effectiveness of marketing at driving new and existing customer activity was crucial to develop …

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Balancing Sales And Marketing Investments In Pharma

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Balancing Sales And Marketing Investments In Pharma Challenge A leading biopharmaceutical company in the US wanted to understand the effectiveness of their marketing and sales activities across both patient and physician segments. They were also interested in the role of both disease awareness and drug specific websites in the patient journey. In addition to both segment …

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Impact Of Marketing On Long-Term Customer Value In Health Insurance

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Challenge A leading health insurance provider in the US was looking to understand the effectiveness of their marketing activities across products, sales channels and DMAs, for a highly seasonal product. They also wanted to understand the difference in effectiveness of allocating spend to their own brand versus partner marketing. Analysis of marketing’s long-term impact on …

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Marketscience x Marketing Week: a guide to a more rigorous approach to Marketing Mix Modeling (MMM)

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As the first piece of research to be published in Marketing Week Marketer’s Manual, Marketscience provides a strong point of view around the pitfalls of today’s marketing mix modeling techniques and puts forward a new, more rigorous approach. Pitfalls of today’s MMM approaches A misattribution issue: In attempting to reflect a consumer’s path to purchase, …

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Marketscience partners with I-COM Global to publish a new research paper on next-generation Marketing Mix Modeling

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New York, NY and London, UK – May 4, 2023 – Dr Peter Cain’s latest research piece was published in the 4th Issue of I-COM’s Frontiers of Marketing – Data Science Journal. In the editorial, Dr Cain first provides a point-of-view around the application of AI in the MMM context and suggests caution in using it …

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