Irina Pessin

Impact Of Marketing On Customer LTV In Health Insurance

2 Comments / Case Studies

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 & I-COM Global – New Research 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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