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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. 

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Marketscience x Marketing Week: a guide to a more rigorous approach to Marketing Mix Modeling (MMM)

By Irina Pessin | Jul 3, 2023 | Blog
As the first piece of research to be published in Marketing Week Marketer’s Manual, Marketscience provides a strong point of view around the pitfalls of today’s marketing mix modeling techniques and puts forward a new, more rigorous approach. Pitfalls of today’s MMM approaches A misattribution issue: In attempting to reflect a consumer’s path to purchase, many marketing mix models fail ...
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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 ...
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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, ...
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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, ...
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An Open Conversation about MTA

By David Dixon | Apr 17, 2019 | Blog
A short history lesson in the development of Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) may be all one needs to ...
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Build, Borrow or Buy: Analytics Enablement for In-House Marketers

By Sebastian Shapiro | Mar 11, 2019 | Blog
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

By Sebastian Shapiro | Feb 27, 2019 | Blog
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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What’s the Best Approach for Marketing Analytics in your Business?

By nwolf | Feb 6, 2019 | Blog
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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5 Inconvenient Truths About Multi-Touch Attribution

By nwolf | Feb 6, 2019 | Blog
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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Why are Truesight and Marketscience Partnering?

By nwolf | Oct 10, 2018 | Blog
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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