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Insights

Marketscience Insights will help you understand and improve your company’s marketing analytics efficiency and outcomes - regardless of your analytical approach. The material is written by Marketscience consultants with extensive academic backgrounds and offers practical thoughts and ideas based on the firm's experience with some of the largest organizations and our ties to academic institutions.

gen ai

When Generative AI Sounds More Certain Than It Is: The Confidence Illusion

By Irina Pessin | Mar 30, 2026 | Marketer's Guide to Measurement
Introduction AI models hold tremendous potential to speed up and improve a variety of processes. Marketing is no exception, and AI tools are being rapidly adopted across a wide range of functions including analytics and decision support, whether to support human decision makers or automate processes such as AI-driven programmatic ad serving and targeting. As discussed in our article on ...
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quick service restaurant

Quantifying the Long-Term Impact of Brand Investment in QSR

By Irina Pessin | Mar 4, 2026 | Case Studies
Challenge This case study examines how advanced marketing modeling can quantify the long-term marketing impact of brand investment in the quick-service restaurant ...
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Measuring and Integrating Brand in MMM to Drive Long-Term Value

By Irina Pessin | Feb 11, 2026 | Marketer's Guide to Measurement
Introduction Brand remains one of the most influential yet least rigorously measured drivers of enterprise value. Its effects build over time, influencing ...
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Multi-Horizon Measurement of SaaS Marketing Performance

By Irina Pessin | Jan 5, 2026 | Case Studies
Challenge A leading SaaS platform operating in a competitive and volatile market sought to improve how marketing performance was measured and forecasted. ...
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the economic value of marketing

The Economic Value Of Marketing: A Financial Perspective

By Irina Pessin | Nov 12, 2025 | Marketer's Guide to Measurement
Introduction: Economic Value, Incrementality and Returns Marketers, agencies and analytics companies dedicate significant effort to understanding and maximizing returns from marketing investments. ...
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Dr. Peter Cain on Marketing Mix Modeling Pitfalls: Webinar Recap

By Irina Pessin | Oct 1, 2025 | News
Marketing mix modeling (MMM) has seen a surge of popularity in marketing analytics in recent years, with open-source solutions making it more ...
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copenhagen

Marketscience Opens New Office in Copenhagen to Serve Nordic Clients

By Irina Pessin | Sep 3, 2025 | News
Copenhagen, Denmark - September 3, 2025 -- Marketscience, a leading marketing effectiveness consultancy, has opened a new office in Copenhagen to strengthen ...
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Marketscience Earns SOC 2 Certification for Data Security

By Irina Pessin | Jul 25, 2025 | News
New York, New York, United States, July 25, 2025 -- We're proud to announce that Marketscience has successfully achieved SOC 2 Type ...
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LLM

Generative AI in Action: ChatGPT, Claude & DeepSeek Compared

By Irina Pessin | Jul 1, 2025 | News
NEW YORK, NEW YORK, UNITED STATES, July 1, 2025 -- A new research report from Marketscience provides the first comprehensive comparison of ...
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Long-term advertising effects: the Adstock illusion

By Peter Cain | Jun 26, 2025 | Blog
Quantifying both the short-term activation and long-term brand-building effects of advertising is a central part of commercial marketing mix modelling (MMM). To ...
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generative ai

Streamlining Marketing Data Management with Generative AI

By Irina Pessin | May 21, 2025 | Marketer's Guide to Measurement
Abstract As marketing data grows more complex and fragmented across CRMs, social platforms, web analytics tools, and third-party sources, transforming that data ...
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Marketscience @POSSIBLE 2025

By Irina Pessin | Mar 18, 2025 | News
We are pleased to announce that Marketscience will be participating in the Possible Conference in Miami for the second year in a ...
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Marketscience Unveils Brand Video On Marketing Effectiveness

By Irina Pessin | Feb 24, 2025 | News
NEW YORK, NEW YORK, UNITED STATES, February 24, 2025 -- Marketscience, a leading marketing effectiveness analytics consultancy, has launched an intro video ...
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Multi-Market ROI Analysis For An Amusement Park

By Irina Pessin | Jan 22, 2025 | Case Studies
Challenge A large US amusement park corporation operating across 12 DMAs was looking for a marketing measurement solution to inform their marketing ...
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airline

Airline Demand: Strategic Short- and Long-Term Analysis

By Irina Pessin | Oct 29, 2024 | Case Studies
Challenge Being faced with stiff competition in the airline industry and increasing fuel prices, this global airline needed a deeper understanding of ...
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multitouch attribution

Redefining Attribution In A Privacy-First World

By Irina Pessin | Aug 27, 2024 | Marketer's Guide to Measurement
Abstract For years, Multi-Touch Attribution (MTA) has been the cornerstone of campaign measurement, relying on third-party cookies to track users across the ...
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asset management

High Frequency Data And Modeling In Asset Management

By Irina Pessin | Jun 4, 2024 | Case Studies
Challenge In the face of stagnating customer growth, the largest retirement planning provider in the US recently acquired a successful App-based asset ...
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retail roi

AI and Analytics: Driving Growth and Brand Loyalty in Retail

By Irina Pessin | May 21, 2024 | Blog
From the rapid expansion of e-commerce during the pandemic to the more cautious environment that followed, the retail industry has undergone a ...
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Rebalancing Brand and Direct Investments For A Charity

By Irina Pessin | May 1, 2024 | Case Studies
Challenge In the competitive landscape of nonprofit organizations, effective marketing is crucial for raising awareness, attracting donors, and driving support for charitable causes. ​ ...
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luxury retail

Full Demand Measurement In Luxury Retail

By Irina Pessin | Apr 15, 2024 | Case Studies
Challenge A North American luxury retailer wanted to better understand how their revenues were being driven by various programs in both Sales/Operations ...
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AI in Marketing analytics

AI’s Impact on Marketing Analytics: A New Lens

By Irina Pessin | Apr 9, 2024 | News
NEW YORK, NEW YORK, UNITED STATED, March 27, 2024 -- Marketscience, a leading provider of marketing analytics solutions, has published a new ...
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AI in marketing analytics

Harnessing The Power Of AI In Marketing Analytics

By Irina Pessin | Mar 20, 2024 | Marketer's Guide to Measurement
Introduction In the ever-evolving marketing landscape where fast-paced digital media is becoming more prominent, companies are constantly seeking innovative ways to improve ...
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Marketscience @POSSIBLE 2024

By Irina Pessin | Mar 14, 2024 | News
New York, NY (March 14, 2024) - Marketscience, a leading data-driven marketing consultancy, announced today its participation as a partner at the ...
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marketer's guide to measurement

Marketscience Launches “Marketer’s Guide To Measurement”

By Irina Pessin | Dec 6, 2023 | News
NEW YORK, NEW YORK, UNITED STATES, December 6, 2023 -- In today's ever-changing marketing landscape, it can be challenging for executives to ...
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marketing mix modeling

What is Marketing Mix Modeling (MMM)?

By Irina Pessin | Oct 17, 2023 | Marketer's Guide to Measurement
Whether you call it Marketing Mix Modeling, Media Mix Modeling or simply MMM, this type of marketing investment analysis has come back ...
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Sales Funnel Measurement For An Automotive Maker

By Irina Pessin | Oct 16, 2023 | Case Studies
Challenge To regain competitiveness, this large global automotive manufacturer undertook a significant rationalization of its name badge portfolio which also required a major ...
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Modeling And Optimization in Digital Health

By Irina Pessin | Oct 12, 2023 | Case Studies
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 ...
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pharmaceuticals

Balancing Sales And Marketing Investments In Pharma

By Irina Pessin | Oct 9, 2023 | Case Studies
Balancing Sales And Marketing Investments In Pharma Challenge A leading biopharmaceutical company in the US wanted to understand the effectiveness of their marketing ...
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healthcare

Impact Of Marketing On Customer LTV In Health Insurance

By Irina Pessin | Sep 14, 2023 | Case Studies
Challenge A leading health insurance provider in the US was looking to understand the effectiveness of their marketing activities across products, sales ...
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marketer's manual cover

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

By Irina Pessin | Jul 3, 2023 | Blog
As the first piece of research to be published in Marketing Week Marketer's Manual, Marketscience provides a strong point of view around ...
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ai and Marketing mix modeling

Marketing Attribution and the AI Illusion

By Irina Pessin | Jun 5, 2023 | Blog
Marketscience's Peter Cain recently published an Editorial piece in the 4th Issue of I-COM's Frontiers of Marketing - Data Science Journal. Peter ...
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Attribution and the marketing mix model - marketscience

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

By Irina Pessin | May 4, 2023 | News
New York, NY and London, UK - May 4, 2023 - Dr Peter Cain's latest research piece was published in the 4th Issue ...
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the five pillars for marketing roi success - marketscience

Successful Marketing ROI Programs – The Five Pillars

By Sebastian Shapiro | Apr 27, 2023 | Blog
Everybody is looking for a quick fix when embarking on a new Marketing ROI Program. They think the latest trendy platform or ...
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investing in growth - marketscience

With building momentum, Marketscience invests in growth

By Jay Oh | Mar 8, 2023 | News
New York, NY – March 8, 2023 – Marketscience are delighted to announce the appointment of Irina Pessin-Monnerat to the newly created ...
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Foundations of modern marketing mix modelling

The Foundations of Modern Marketing Mix Modeling

By Peter Cain | Jun 30, 2022 | Blog
The Marketing Mix Model is a popular business tool designed to quantify marketing Return on Investment (ROI), guide the optimal allocation of ...
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How to measure brand equity

Brand Equity Metrics and the Marketing Mix Model

By Peter Cain | Mar 4, 2022 | Blog
Conventional MMM is short-term focused The conventional Marketing Mix Model (MMM) deals predominantly with short-term marketing effectiveness, where dynamic specification in the ...
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Peter discusses new paper with Gabriella Mirabelli on the Up Next Podcast

By David Dixon | Mar 3, 2022 | News
Marketscience Founder Dr Peter Cain Featured on the latest Up Next Podcast We're excited to share that our Up Next podcast episode ...
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Selection bias

Endogeneity And The Marketing Mix Model

By Peter Cain | Jan 28, 2022 | Blog
Overview A key focus for most marketing managers is optimal allocation of the marketing budget. This relies heavily on correct causal attribution ...
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Correlation vs. Causation: Measuring Short- and Long-Term Effects of Marketing Investments

By Peter Cain | Nov 29, 2021 | Blog
For decades MMM has been seen as a way to identify the "50% of advertising spend that is wasted". However, failure to ...
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Marketscience launches BaseDynamics: A More Accurate Measurement of Short- And Long-Term Marketing Effectiveness

By David Dixon | Nov 11, 2021 | News
New York, NY and London, UK - October 2021 -- Independent marketing analytics firm Marketscience announces today the launch of BaseDynamics, a ...
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Understanding The Long-term Impact of Sponsorships In Retail Banking

By David Dixon | Nov 11, 2021 | Case Studies
Challenge A large multi-line regional bank was looking for a way to evaluate its investments in day-to-day customer acquisition marketing alongside the ...
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retail

Identifying Short- And Long-Term Growth Drivers In Retail

By David Dixon | Nov 11, 2021 | Case Studies
Challenge A large US retail home goods client with a multi-channel media strategy wanted to understand the optimal levels of off and ...
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wealth management

Identifying Long-Term Growth Drivers In Wealth Management

By David Dixon | Oct 21, 2021 | Case Studies
Challenge To inform a change in brand strategy with better appeal to new generations of wealth management customers this leading US brokerage ...
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COVID-19 Impact on Measuring Marketing Effectiveness: ISBA Member Presentation

By Peter Cain | May 17, 2021 | Blog
Presented by: PricewaterhouseCoopers & Marketscience April-May 2021                     Recently, top tier consulting firm, PricewaterhouseCoopers ...
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electronics

Dynamic Marketing Mix Modeling In Global Electronics

By nwolf | Sep 18, 2020 | Case Studies
 BaseDynamics Marketing Mix Modeling & Optimal Budget Allocation Challenge A global electronics brand was a pioneer in manufacturing LED HD TV panels ...
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COVID Impact: Measurement & Analytics Q&A

By Peter Cain | Sep 1, 2020 | Blog
In the wake of COVID's impact, the questions and uncertainty that surround measurement and analytics grows larger by the day. With such ...
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The Investor’s Guide to Successful Marketing Analytics

By David Dixon | Jun 25, 2020 | Blog
Although data is ubiquitous, only those who know how to use it properly will reap its benefits. In this article, we show ...
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The Changing Face of Customer Experience

By Sebastian Shapiro | Jun 17, 2020 | Blog
Exceptional customer experience (CX) is a valuable force within companies. It retains customers, instills loyalty, and leads to stronger brand growth. We've ...
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How to Win During and After a Recession?

By David Dixon | May 4, 2020 | Blog
Our world has been turned upside down as COVID-19 circles the globe, leaving industries, businesses and communities warped in its wake. While ...
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Company Founders Featured on Data Gurus Podcast

By nwolf | May 1, 2020 | News
Company Founders David Dixon & Peter Cain Featured on Data Gurus Podcast We’re excited to share that our Data Guru’s podcast episode ...
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Marketscience Nominated as AdExchanger Awards Finalists

By nwolf | Apr 10, 2020 | News
We’re honored to be shortlisted as a finalist for the 2020 AdExchanger Awards.   The AdExchanger Awards, judged entirely by an esteemed ...
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Navigating Challenges Starts with Data

By nwolf | Apr 8, 2020 | News
Times are Tough. We Hope This Helps.   As an ambiguous future lies ahead of us, we asked ourselves how we can ...
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COVID-19 Business Trends & Implications

By Sebastian Shapiro | Apr 5, 2020 | Blog
With staying at home and social distancing the new normal, we sought to identify potential trends, many of which will ultimately shape ...
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3 Steps to a Lovable Data Collection Process

By Sebastian Shapiro | Feb 10, 2020 | Blog
Every analytics project by definition will require some level of data to be sourced, transmitted, organized and analyzed. If not the largest ...
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football

Super Bowl Ads: Do they deliver the ROI they promise?

By Sebastian Shapiro | Feb 1, 2020 | Blog
The biggest day in advertising is nearing, and with that the advertising chatter from marketers and brands takes on an all-time high. ...
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How To Make the Most of Your Marketing Analytics in 2020

By David Dixon | Dec 10, 2019 | Blog
As we edge closer to the new year, it's only natural to look back on 2019 and evaluate our progress. How far ...
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Marketscience And Truesight Merge To Offer Enhanced Client Solutions

By nwolf | Nov 13, 2019 | News
PRESS RELEASE  New York, NY and London, UK - Nov 13, 2019 - Independent marketing analytics firms Marketscience Consulting and Truesight Consulting ...
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Marketscience & Intel Nominated as ANA Genius Awards Finalists

By nwolf | Oct 15, 2019 | News
We're honored to be nominated as a top three finalist alongside our client Intel for the 2019 ANA Genius Awards. The ANA ...
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Media & Promo Modeling and Optimization For Global CPG

By nwolf | Oct 1, 2019 | Case Studies
Business Challenge & Objectives We were approached by a company in the Consumer Packaged Goods sector to determine the optimal marketing strategy ...
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The Six Questions You Should Be Asking Your Marketing Analytics Vendor

By Peter Cain | Aug 15, 2019 | Blog
Anyone who tells you that Marketing Analytics is an exact science is wrong. The algorithms, the data, the optimizations and the simulations ...
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What Makes Marketing More Effective?

By David Dixon | Jul 10, 2019 | Blog
What is it that makes marketing more effective? Although there are many answers to this question, the one we focus on today ...
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Demystifying MMM

By Peter Cain | Jun 11, 2019 | Blog
Uncovering the Realistic Capabilities of Marketing Mix Modeling It's 2017: you're explaining to your CMO, CFO, and other department leads about the ...
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Marketscience-Truesight & Intel Win I-COM Data Creativity Award for Attribution

By nwolf | May 15, 2019 | News
Marketscience-Truesight have been awarded I-COM's 2019 Award in Data Creativity. The award, which acknowledges the most creative people & companies in achieving ...
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Should MMM Reports Be Vendor-Based?

By David Dixon | May 15, 2019 | Blog
Traditionally, marketing mix models (MMM) have analyzed performance by channels - such as TV, print, radio, and digital - all because it ...
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Potential implications for marketing, measurement and ROI in a post-GDPR world

By David Dixon | May 15, 2019 | Blog
*This is an except from a larger piece written for WARC AdMap in their May 2019 edition. To view the full piece, ...
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Marketscience & Truesight Expand Presence In Europe

By nwolf | Apr 19, 2019 | News
London, UK – April 17, 2019 – Partner marketing analytics firms, Marketscience & Truesight announce today the strategic move of Nitesh Sahay, ...
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cinema dark gamer 8158

The Future of Media Measurement

By Peter Cain | Apr 17, 2019 | Blog
Has the time for an accountability approach arrived?  After the recent news of Comscore’s Chief Executive Bryan Wiener and President Sarah Hofstetter stepping down, ...
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pexels photo 970198

An Open Conversation about MTA

By David Dixon | Apr 17, 2019 | Blog
A short history lesson in the development of Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) may be all one needs to ...
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analytics 3088958 1280

Build, Borrow or Buy: Analytics Enablement for In-House Marketers

By Sebastian Shapiro | Mar 11, 2019 | Blog
Few companies are achieving advanced marketing analytics at scale despite the benefits of doing so. Analytics should offer the prospect of improved ...
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stained glass 1181864 640

5 Tips to Harmonize Your Data

By Sebastian Shapiro | Feb 27, 2019 | Blog
Understanding how marketing influences business is a complex game with many factors at play. The first step in beginning to understand that ...
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India flag

Truesight Predicts Strong Demand in India Marketing Analytics Market

By nwolf | Feb 7, 2019 | News
Truesight / Marketscience continue to invest in regional company talent. Delhi, India - Feb, 7 2019 - Marketing analytics firm Truesight Consulting continues ...
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analytics

What’s the Best Approach for Marketing Analytics in your Business?

By nwolf | Feb 6, 2019 | Blog
Organizations today recognize that competing successfully requires advanced analytics. Business leaders know that uncovering opportunities and making the best decisions possible requires ...
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water 1759703 1920

5 Inconvenient Truths About Multi-Touch Attribution

By nwolf | Feb 6, 2019 | Blog
After several years of development and heightened industry expectations, the MTA bubble is bursting before our eyes. With the sun-setting of Convertro ...
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telecom

Improved Customer Retention In Telecom

By nwolf | Feb 6, 2019 | Case Studies
Higher ROI, improved retention and more profitable customers Challenge: A leading telecom service provider wanted to optimize its current media spend and ...
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Driving Customer Acquisition For A Credit Card Issuer

By nwolf | Feb 6, 2019 | Case Studies
Driving Customer Acquisition Through Marketing Mix Optimization   Challenge: A leading credit card issuer was looking to expand customer acquisition by optimizing ...
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pexels photo 1283219

Hands-On Optimization For An Alcoholic Beverages Producer

By nwolf | Feb 6, 2019 | Case Studies
"Hands-on" Marketing Mix Optimization Reallocates Ad Spend and Unifies Marketing & Sales Teams Challenge To maximize profitability, a leading global alcoholic beverages company set ...
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car insurance

Measuring Brand Equity For A Car Insurance Provider

By Irina Pessin | Feb 6, 2019 | Case Studies
Brand Equity Proves Highly Effective in Driving Insurance Quotes   Challenge Following its recent acquisition, this mid-size auto insurance firm was under ...
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Unitymedia GmbH Enlists Truesight-Marketscience

By nwolf | Nov 1, 2018 | News
Unitymedia GmbH Enlists Truesight-Marketscience Consulting Partnership To Build An In- House Marketing Analytics Capability UM projects initial 20% improvement in marketing productivity from ...
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retail banking

Long-term Brand Value In US Retail Banking

By nwolf | Oct 15, 2018 | Case Studies
Deepening Analytics to Influence Recovery & Growth   Challenge A leading US retail bank, having recently suffered significant brand erosion in the ...
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Unifying Analytics for Hyper-local Marketing

By nwolf | Oct 15, 2018 | Case Studies
Rebalancing FSI’s for a major retailer to grow more confidently   Challenge A leading US apparel retailer was looking to rationalize its ...
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telecom

In-Housing of Marketing Analytics in Telecom

By nwolf | Oct 15, 2018 | Case Studies
New Analytics Developed for Improved Return on Marketing and Sales Investment Overview This European Telecom sought to build a better Marketing Analytics ...
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partnership

Why are Truesight and Marketscience Partnering?

By nwolf | Oct 10, 2018 | Blog
Shining Light into the Black Box of Advanced Marketing Analytics Leadership Interview with David Dixon and Sebastian Shapiro of Truesight and Peter ...
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Marketscience named leaders in Econometric Consulting

By nwolf | Jul 25, 2018 | News
July 25, 2018 We're thrilled to announce that we've been named UK 2018 'Leaders in Econometric Consulting' by Worldwide Business Review.
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Truesight Consulting Tapped for Insights in New eMarketer Report

By nwolf | Jun 28, 2018 | News
Truesight contributes to report around key customer engagement metrics for success. June 28, 2018 When eMarketer, a leading digital-focused industry analyst and ...
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parnterships 1

Truesight and Marketscience Launch Strategic Partnership

By nwolf | Apr 20, 2018 | News
Truesight Consulting and UK-based Marketscience Consulting Launch Strategic Partnership   New York, NY and London, UK – April 20, 2018 – Today, ...
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What It’s Like to Work Here

By nwolf | Mar 9, 2018 | Blog
Talent, Culture and What It's Like to Work Here In addition to the great work we do for our clients, we're very ...
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A Snapshot of Nitesh Sahay

By nwolf | Feb 28, 2018 | Blog
A Snapshot of Nitesh Sahay, Managing Director & Associate Partner Excerpted from a recent interview What was the impetus for you to ...
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David and Seb

Intro to Truesight Consulting

By nwolf | Feb 26, 2018 | Blog
A conversation with founders David Dixon and Sebastian Shapiro   What was the impetus to start Truesight Consulting? (now named Marketscience) David ...
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Truesight Consulting Expands Global Footprint with Launch of Delhi Office

By nwolf | Feb 26, 2018 | News
Truesight Consulting Expands Global Footprint with Formal Launch of Expanded Delhi Office; Appoints Industry Veteran, Nitesh Sahay, Country and Region Leader New ...
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Truesight Consulting Launches

By nwolf | Dec 19, 2017 | News
Marketing Innovators David Dixon and Sebastian Shapiro Join Forces to Launch 'Truesight Consulting,' A New, Independent Advanced Marketing Analytics and Solutions Consultancy ...
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Marketscience Named ‘Consultancy Agency of the Month’

By nwolf | May 12, 2017 | News
London, UK [May 12, 2017] -- Business and Industry Today is pleased to feature Marketscience as its prestigious Consultancy Agency of the ...
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Marketscience Wins at the RAR Awards

By nwolf | May 2, 2016 | News
Marketscience named finalist & winner of Market Research 2016 RAR Awards The RAR Awards, presented by the Drum, highlight the agencies that ...
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Dr. Peter Cain to Teach Marketing Analytics Course

By nwolf | Aug 20, 2014 | News
Dynamic marketing mix modeling: theory and practice. will be taught by Dr. Peter Cain, Executive Partner at Marketscience. Peter is a recent ...
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Marketscience Establishes Strategic Partnership with Timberlake Consultants

By nwolf | Apr 29, 2013 | News
Marketscience Consulting establishes strategic partnership with Timberlake Consultants 04.29.2013 Marketscience has partnered with Timberlake Consultants, a worldwide market leader in the sale ...
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