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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.

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 can all lead to many different outcomes depending on who and how it is processed and measured. When done correctly, there is much to gain. One can optimize budgets and increase returns on investment, predict sales across product ...

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AI and Analytics: Driving Growth and Brand Loyalty in Retail

By Irina Pessin | May 21, 2024 | Blog

From e-commerce boom to cautious optimism, the retail industry has undergone a dramatic transformation in recent years. The pandemic's golden age, fueled ...

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 ROI Marketing 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 ...