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Our articles are written by Marketscience consultants with extensive academic backgrounds and offers practical thoughts and ideas based on our experience with some of the largest organizations and our ties to academic institutions. 

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 form of Adstocks focuses on 'mean reverting' or transitory effects over several weeks or months. However, long-term effects, reflecting the persistent changes in core brand preferences inherent in genuine brand-building behaviour, are often ignored. A popular remedy A ...
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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, ...
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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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The Changing Face of Customer Experience

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?

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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COVID-19 Business Trends & Implications

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

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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