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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. 

Correlation versus Causation: measuring short and long-term effects of marketing investments

For decades MMM has been seen as a way to identify the “50% of advertising spend that is wasted”. However, failure to acknowledge two fundamental issues will risk continued waste through mis-estimation of both Performance and Brand Marketing, resulting in suboptimal allocation of marketing investment and significantly reduced marketing effectiveness.   Modern Marketing Mix Models have focused on moving from a ...
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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 ...
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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 ...
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partnership

Why are Truesight and Marketscience Partnering?

Shining Light into the Black Box of Advanced Marketing Analytics Leadership Interview with David Dixon and Sebastian Shapiro of Truesight and Peter ...
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What It’s Like to Work Here

Talent, Culture and What It's Like to Work Here In addition to the great work we do for our clients, we’re very ...
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A Snapshot of Nitesh Sahay

A Snapshot of Nitesh Sahay, Managing Director & Associate Partner Excerpted from a recent interview What was the impetus for you to ...
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Intro to Truesight Consulting

A conversation with founders David Dixon and Sebastian Shapiro   What was the impetus to start Truesight Consulting? (now named Marketscience) David ...
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