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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.

Marketing Mix Modeling: Managed, Collaborative or In-House?

By Irina Pessin | Oct 7, 2026 | Blog

When we first wrote about analytics enablement in 2019, marketing analytics was resisting in-housing in a way that media buying was not. Three barriers explained why: talent, trust and technology. Seven years on, one of those has changed materially and the other two have not. That asymmetry, rather than any single conclusion, is what should shape the decision. What changed: ...

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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 ...

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 ...

Should MMM Reports Be Vendor-Based?

By David Dixon | May 15, 2019 | Blog

Traditionally, marketing mix models (MMM) have analyzed performance by channels - such as TV, print, radio, and digital - all because it ...

Potential implications for marketing, measurement and ROI in a post-GDPR world

By David Dixon | May 15, 2019 | Blog

*This is an except from a larger piece written for WARC AdMap in their May 2019 edition. To view the full piece, ...

The Future of Media Measurement

By Peter Cain | Apr 17, 2019 | Blog

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, ...