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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.

Marketing Mix Modeling: Managed, Collaborative or In-House?

By Irina Pessin | Oct 7, 2026 | Blog

When we first wrote about analytics enablement in 2019, marketing analytics was resisting in-housing in a way that media buying was not. Three barriers explained why: talent, trust and technology. Seven years on, one of those has changed materially and the other two have not. That asymmetry, rather than any single conclusion, is what should shape the decision. What changed: ...

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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 ...

Retail AI: Separating Capability from Commercial Impact

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...