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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. 

ai and Marketing mix modeling

Marketing Attribution and the AI Illusion

Marketscience’s Peter Cain recently published an Editorial piece in the 4th Issue of I-COM’s Frontiers of Marketing – Data Science Journal. Peter provides a point-of-view around the application of AI in the Marketing Mix Modeling context and suggests caution in using it as a tool for causal analysis and parameter identification. Below is the Editorial piece, to read the full ...
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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 ...
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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 ...
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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, ...
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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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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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