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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.

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 address this issue, we recently introduced a new peer-reviewed modelling framework for estimating long-term effects, building on our previously published research. Given the growing adoption of this approach by industry vendors, we have produced a peer-reviewed prequel paper ...

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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 ...

The Investor’s Guide to Successful Marketing Analytics

By David Dixon | Jun 25, 2020 | Blog

Although data is ubiquitous, only those who know how to use it properly will reap its benefits. In this article, we show ...

The Changing Face of Customer Experience

By Sebastian Shapiro | Jun 17, 2020 | Blog

Exceptional customer experience (CX) is a valuable force within companies. It retains customers, instills loyalty, and leads to stronger brand growth. We've ...