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 […]
Balancing Sales And Marketing Investments In Pharma Read More »
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
Impact Of Marketing On Customer LTV In Health Insurance Read More »
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,
Marketscience’s Peter Cain recently published an Editorial piece in the 4th Issue of I-COM’s Frontiers of Marketing – Data Science Journal. Peter provides a point-of-view around the application of AI in the Marketing Mix Modeling context and suggests caution in using it as a tool for causal analysis and parameter identification. To read the full
Marketing Attribution and the AI Illusion Read More »
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
Marketscience & I-COM Global – New Research On Next-Generation MMM Read More »
Brand Equity Proves Highly Effective in Driving Insurance Quotes Challenge Following its recent acquisition, this mid-size auto insurance firm was under pressure from shareholders and the board to deliver an analytically-grounded case to continue significant marketing investment behind the brand. Thanks to a marketing mix model developed internally by their analytics team, the client
Measuring Brand Equity For A Car Insurance Provider Read More »