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Marketscience Insights will help you understand and improve your company’s marketing analytics efficiency and outcomes - regardless of your analytical approach. The material is written by Marketscience consultants with extensive academic backgrounds and offers practical thoughts and ideas based on the firm's experience with some of the largest organizations and our ties to academic institutions.

Fast Models, Slow Systems

By Irina Pessin | Aug 10, 2026 | Marketer's Guide to Measurement
Abstract Marketing mix modeling (MMM) has measured media effectiveness for decades, and lately it has gotten faster: models that once ran quarterly now refresh monthly, and vendors compete on near-real-time dashboards. Yet the distance between what measurement shows and what the business can act on has barely narrowed. Speed alone was never going to close it. The constraint is structural. ...
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