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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.

Foundations of modern marketing mix modelling

The Foundations of Modern Marketing Mix Modeling

By Peter Cain | Jun 30, 2022 | Blog

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

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 ...

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. ...

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 ...

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 ...

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 ...

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 ...