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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. 

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Marketscience x Marketing Week: a guide to a more rigorous approach to Marketing Mix Modeling (MMM)

By Irina Pessin | Jul 3, 2023 | Blog
As the first piece of research to be published in Marketing Week Marketer's Manual, Marketscience provides a strong point of view around the pitfalls of today's marketing mix modeling techniques and puts forward a new, more rigorous approach. Pitfalls of today's MMM approaches A misattribution issue: In attempting to reflect a consumer's path to purchase, many marketing mix models fail ...
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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 ...
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How to Win During and After a Recession?

By David Dixon | May 4, 2020 | Blog
Our world has been turned upside down as COVID-19 circles the globe, leaving industries, businesses and communities warped in its wake. While ...
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COVID-19 Business Trends & Implications

By Sebastian Shapiro | Apr 5, 2020 | Blog
With staying at home and social distancing the new normal, we sought to identify potential trends, many of which will ultimately shape ...
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3 Steps to a Lovable Data Collection Process

By Sebastian Shapiro | Feb 10, 2020 | Blog
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?

By Sebastian Shapiro | Feb 1, 2020 | Blog
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

By David Dixon | Dec 10, 2019 | Blog
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

By Peter Cain | Aug 15, 2019 | Blog
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?

By David Dixon | 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

By Peter Cain | 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 the ...
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