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

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, many marketing mix models fail ...
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ai and Marketing mix modeling

Marketing Attribution and the AI Illusion

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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the five pillars for marketing roi success - marketscience

Successful ROI Marketing Programs – The Five Pillars

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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Foundations of modern marketing mix modelling

The Foundations of Modern Marketing Mix Modeling

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

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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Selection bias

Endogeneity And The Marketing Mix Model

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 versus Causation: measuring short and long-term effects of marketing investments

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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COVID-19 Impact on Measuring Marketing Effectiveness: ISBA Member Presentation

Presented by: PricewaterhouseCoopers & Marketscience April-May 2021 Recently, top tier consulting firm, PricewaterhouseCoopers ...
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COVID Impact: Measurement & Analytics Q&A

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

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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