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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. 

How to measure brand equity

Brand Equity Metrics and the Marketing Mix Model

Conventional MMM is short-term focused The conventional Marketing Mix Model (MMM) deals predominantly with short-term marketing effectiveness, where dynamic specification in the form of Adstocks focuses on 'mean reverting' or transitory effects over several weeks or months. However, long-term effects, reflecting the persistent changes in core brand preferences inherent in genuine brand-building behaviour, are often ignored. A popular remedy A ...
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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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The Future of Media Measurement

Has the time for an accountability approach arrived?  After the recent news of Comscore’s Chief Executive Bryan Wiener and President Sarah Hofstetter stepping down, ...
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