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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.

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 more than just reporting and analytic software; it's how far you can advance the organization based on the quality of integrated data, team skillsets, innovative algorithms, investment capacity and timing, and the ability to activate. There are many ...

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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 ...