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Foundations of modern marketing mix modelling

The Foundations of Modern Marketing Mix Modeling

The Marketing Mix Model is a popular business tool designed to quantify marketing Return on Investment (ROI), guide the optimal allocation of marketing resources and inform sales forecasting. The foundations of modern Marketing Mix Modeling (MMM) comprise four main pillars. Microeconomic consumer theory Successful MMM requires a solid understanding of the product demand curve. At its most basic, this is ...
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3 Steps to a Lovable Data Collection Process

Every analytics project by definition will require some level of data to be sourced, transmitted, organized and analyzed. If not the largest ...
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Super Bowl Spots: Do they deliver the ROI they promise?

The biggest day in advertising is nearing, and with that the advertising chatter from marketers and brands takes on an all-time high. ...
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How To Make the Most of Your Marketing Analytics in 2020

As we edge closer to the new year, it's only natural to look back on 2019 and evaluate our progress. How far ...
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The Six Questions You Should Be Asking Your Marketing Analytics Vendor

Anyone who tells you that Marketing Analytics is an exact science is wrong. The algorithms, the data, the optimizations and the simulations ...
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What Makes Marketing More Effective?

What is it that makes marketing more effective? Although there are many answers to this question, the one we focus on today ...
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Demystifying MMM

Uncovering the Realistic Capabilities of Marketing Mix Modeling It’s 2017: you’re explaining to your CMO, CFO, and other department leads about the ...
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Potential implications for marketing, measurement and ROI in a post-GDPR world

*This is an except from a larger piece written for WARC AdMap in their May 2019 edition. To view the full piece, ...
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Should MMM Reports Be Vendor-Based?

Traditionally, marketing mix models (MMM) have analyzed performance by channels – such as TV, print, radio, and digital – all because it ...
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An Open Conversation about MTA

A short history lesson in the development of Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) may be all one needs to ...
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