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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. 

How to measure brand equity

Brand Equity Metrics and the Marketing Mix Model

Conventional MMM is short-term focused The conventional Marketing Mix Model (MMM) deals predominantly with short-term marketing effectiveness, where dynamic specification in the form of Adstocks focuses on 'mean reverting' or transitory effects over several weeks or months. However, long-term effects, reflecting the persistent changes in core brand preferences inherent in genuine brand-building behaviour, are often ignored. A popular remedy A ...
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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 ...
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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 ...
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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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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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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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