Irina Pessin

Redefining Attribution: New Approaches In A Privacy-First World

Abstract For years, Multi-Touch Attribution (MTA) has been the cornerstone of campaign measurement, relying on third-party cookies to track users across the web and pinpoint the impact of each touchpoint on the customer journey. However, with the growing walled gardens limiting cross-channel views since 2020 and now the gradual demise of third-party cookies, the very […]

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High Frequency Data And Modeling In Asset Management

Challenge In the face of stagnating customer growth, the largest retirement planning provider in the US recently acquired a successful App-based asset management category disrupter given its potential to attract a large cohort of new customers.​ They faced a challenge of how to prioritize investments between developing the main brand and maximizing the customer acquisition

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Data-Driven Domination: How AI and Analytics are Fueling Growth and Brand Loyalty in Retail

From e-commerce boom to cautious optimism, the retail industry has undergone a dramatic transformation in recent years. The pandemic’s golden age, fueled by digital dependency and excess stimulus, gave way to a period of recalibration, marked by rising costs, shifting priorities, and a renewed focus on efficiency and customer experience. But how do we navigate

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Rebalancing Brand and Direct Investments For A Charity

Challenge In the competitive landscape of nonprofit organizations, effective marketing is crucial for raising awareness, attracting donors, and driving support for charitable causes. ​ A large US charity dedicated to raise funds to support R&D in the medical field, was looking to understand their drivers of donations and in particular the effectiveness of their marketing activities. ​ They had traditionally relied heavily

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High Frequency Data And Measurement In Luxury Retail

Challenge A North American retailer wanted to better understand how their revenues were being driven by various programs in both Sales/Operations and Marketing.​ They were looking to understand the difference in impact between New vs. Returning Customers to be able to customize their strategy. They needed models that could evaluate a broad range of investments from

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AI’s Impact on Marketing Analytics: A New Lens

NEW YORK, NEW YORK, UNITED STATED, March 27, 2024 — Marketscience, a leading provider of marketing analytics solutions, has published a new thought leadership piece that delves into the game-changing role of artificial intelligence (AI) in marketing analytics, specifically in the field of marketing mix modeling (MMM). The article, titled “Harnessing the Power of AI

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Harnessing The Power Of AI In Marketing Analytics

Introduction In the ever-evolving marketing landscape where fast-paced digital media is becoming more prominent, companies are constantly seeking innovative ways to improve their marketing strategies. Among the most powerful tools at the disposal of marketing analytics experts and marketers alike are Artificial Intelligence (AI) and its subset, Machine Learning (ML). They have been revolutionizing the

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Marketscience @POSSIBLE 2024

New York, NY (March 14, 2024) – Marketscience, a leading data-driven marketing consultancy, announced today its participation as a partner at the upcoming POSSIBLE conference, taking place April 15-17, 2024, at the Fontainebleau Miami Beach. POSSIBLE is a premier marketing event focused on the future of marketing and media. It brings together industry leaders, innovative

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Marketscience Launches “Marketer’s Guide To Measurement”

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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