Irina Pessin

Marketscience & I-COM Global – New Research On Next-Generation MMM

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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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Measuring Brand Equity For A Car Insurance Provider

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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

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