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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. 

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

May 17, 2021 | Blog
Presented by: PricewaterhouseCoopers & Marketscience April-May 2021                       Recently, top tier consulting firm, PricewaterhouseCoopers (PwC), and advanced marketing analytics consultancy, Marketscience, had the pleasure of presenting together to ISBA members on the impact that COVID-19 has had on measuring marketing effectiveness. Marketscience & PwC have worked together for years, deploying customized, ...
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What Makes Marketing More Effective?

Jul 10, 2019 | Blog
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

Jun 11, 2019 | Blog
Uncovering the Realistic Capabilities of Marketing Mix Modeling   It’s 2017: you’re explaining to your CMO, CFO, and other department leads about ...
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Potential implications for marketing, measurement and ROI in a post-GDPR world

May 15, 2019 | Blog
*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?

May 15, 2019 | Blog
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

Apr 17, 2019 | Blog
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

Apr 17, 2019 | Blog
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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Build, Borrow or Buy: Analytics Enablement for In-House Marketers

Mar 11, 2019 | Blog
Few companies are achieving advanced marketing analytics at scale despite the benefits of doing so. Analytics should offer the prospect of improved ...
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5 Tips to Harmonize Your Data

Feb 27, 2019 | Blog
Understanding how marketing influences business is a complex game with many factors at play. The first step in beginning to understand that ...
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5 Inconvenient Truths About Multi-Touch Attribution

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 ...
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