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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.

Marketing Mix Modeling: Managed, Collaborative or In-House?

By Irina Pessin | Oct 7, 2026 | Blog

When we first wrote about analytics enablement in 2019, marketing analytics was resisting in-housing in a way that media buying was not. Three barriers explained why: talent, trust and technology. Seven years on, one of those has changed materially and the other two have not. That asymmetry, rather than any single conclusion, is what should shape the decision. What changed: ...

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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 ...

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

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

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 ...