Blog

Latest thinking

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 Impact: Measurement & Analytics Q&A

In the wake of COVID’s impact, the questions and uncertainty that surround measurement and analytics grows larger by the day.   With such an unprecedented and unusual event, the implications and effects remain largely unknown. When to model again, whether past models are relevant, and strength of impact are all top-of-mind questions for any data driven, analytics focused company. Outlined ...
Read More

Categories

Subscribe to Our Blog

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 ...
Read More

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, ...
Read More

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 ...
Read More
pexels photo 970198

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 ...
Read More
cinema dark gamer 8158

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, ...
Read More
analytics 3088958 1280

Build, Borrow or Buy: Analytics Enablement for In-House Marketers

Few companies are achieving advanced marketing analytics at scale despite the benefits of doing so. Analytics should offer the prospect of improved ...
Read More
stained glass 1181864 640

5 Tips to Harmonize Your Data

Understanding how marketing influences business is a complex game with many factors at play. The first step in beginning to understand that ...
Read More
water 1759703 1920

5 Inconvenient Truths About Multi-Touch Attribution

After several years of development and heightened industry expectations, the MTA bubble is bursting before our eyes. With the sun-setting of Convertro ...
Read More
analytics

What’s the Best Approach for Marketing Analytics in your Business?

Organizations today recognize that competing successfully requires advanced analytics. Business leaders know that uncovering opportunities and making the best decisions possible requires ...
Read More
Scroll to Top