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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. 

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5 Inconvenient Truths About Multi-Touch Attribution

By nwolf | Feb 6, 2019 | Blog
After several years of development and heightened industry expectations, the MTA bubble is bursting before our eyes. With the sun-setting of Convertro by Oath, the internalization of Adometry by Google 360, and the recent purchase (and likely absorption) of Visual IQ by Nielsen, the once big three of MTA have now all but disappeared. Why? On the surface, these large ...
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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 ...
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ai and Marketing mix modeling

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 ...
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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 ...
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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 ...
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How to measure brand equity

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 ...
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Selection bias

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

By Peter Cain | May 17, 2021 | Blog
Presented by: PricewaterhouseCoopers & Marketscience April-May 2021                     Recently, top tier consulting firm, PricewaterhouseCoopers ...
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COVID Impact: Measurement & Analytics Q&A

By Peter Cain | Sep 1, 2020 | Blog
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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