Marketscience Studio

Scale. Depth. Transparency.
Marketing Mix Modeling and Optimization Software.


Marketscience.Studio is an end-to-end modeling and optimization platform for data management, holistic demand attribution, reporting of marketing performance and allocation of marketing investments.

Leveraging our unique Dynamic Bayesian methodology, it integrates short and long-term response modeling to provide a complete picture of marketing effectiveness.

Infused with the latest AI and ML algorithms, Studio helps identify opportunities and optimize outcomes allowing marketers to make smarter decisions and grow their business.


Capture and visualize data. Form hypotheses around drivers of demand.

In Data.Studio, data from various sources is extracted and manipulated using AI and ML routines enabling the processing of large amount of data.

Users, including those without advanced analytic skills, can then examine and understand the sets of visuals and statistics needed to both verify the data and form initial insights and hypotheses on what's driving demand.

Ingest and process data from multiple sources
Ensure data quality and alignment
Comprehend information quickly
Pinpoint emerging trends
Identify relationships and patterns
Communicate story to stakeholders


Build world-class models and understand the holistic performance of your marketing activities.

Model.Studio provides a comprehensive user interface (UI) for specifying and viewing insights from a range of dynamic linear panel models at all levels of the client business.

User-specified model structures are integrated with the model database to perform any required variable transformation. 

A range of Machine Learning techniques such as Gradient Descent are used to automate the identification of the initial model parameters estimates. They are then transferred to the proprietary model estimation algorithm for subsequent causal analysis requiring both additional statistical techniques and human input.

The modeling process comprises two unique elements:

  • Fully grounded in the economics of consumer choice theory – with both single equation and discrete choice demand system approaches
  • Fully captures the dynamics of pricing decisions and media investments
  • Unique blend of unobserved components modeling and Hierarchical Bayesian techniques
  • Network structure fully captures the off-online consumer purchase funnel
    • Supplemented with Latent Instrumental Variable techniques to deal with endogeneity (selection) bias endemic in online search
    • Assigns correct credit to each touchpoint on the path to purchase
  • Dynamic modeling from market level to individual SKUs, helping to overcome dimensionality problems that often plague standard approaches.
  • Covers a range of potential marketing response functions
  • Network models of long-term base sales, consumer brand perceptions, paid and earned media
  • Incorporates equilibrium (cointegrating) relationships between the variables
  • Impulse response analysis uncovers long-term (persistent) effects of marketing investments
  • Uncovers the true drivers of long-term brand building.

The models are then turned into an automated full system decomposition and a complete model report with marketing insights. The module calculates all the net parameters of a full system of linked models based on the estimated off-online marketing funnel structure and integrates these with the database to create the full insights report and visuals around the efficiency and effectiveness of a brand's marketing investments.

Fully automated, allowing users to quickly sense-check model outputs

Single equation and multi-equation panel decompositions

Accommodates additive and multiplicative model structures


Effective reporting and insights dashboard.

Report.Studio is a cloud-based reporting tool with a Tableau front-end and customized for every client. 

It provides both detailed MMM results as well as executive level reports into a user-friendly UI.

It is fully integrated with the core Studio software enabling automated model outputs as the models are being developed and updated.​

Fully customizable dashboard with drillable views by KPI, Market, Product, Time and Media Granularity
Updates follow cadence of data feeds and business needs but can be as frequent as weekly


Optimize your marketing investments and simulate the impact on your KPIs.

The SimOpt.Studio application supports clients with advanced and robust methods for optimizing marketing investments using the latest AI algorithms.

Our Simulation and Optimization approach integrates model results with a series of factors that future-proof results for greater planning accuracy.

The web based infrastructure supports multiple users in a safe, secure and credentialed environment.

Provides a potent set of optimization and simulation techniques to identify the actions that will produce the best results, while operating within resource limits and other relevant constraints
Marketing organizations can consider more alternative actions and scenarios, and determine the best allocation of resources and plans for accomplishing marketing objectives and managing activation

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Our advanced analytics software is infused with cutting-edge, innovative algorithms that can help you solve even your most intractable marketing and sales problems. Make the best decisions possible, and identify opportunities and optimize outcomes you might otherwise miss.

Proof Points


Academic Validation

Developed in conjunction with Siem Jan Koopman, professor of econometrics at VU Amsterdam.

We are proud of our association with Siem Jan and have a great working relationship in bringing this exciting science to the business community.

"The application of state-space methods to Consumer Demand estimation has been a very interesting and stimulating project for me. Integrating the Hierarchical Bayesian component is a great advance in the deployment of these methods to large scale datasets. Working with Peter and the Marketscience team and seeing this deployed in the commercial space has been extremely rewarding."

S.J. Koopman

“The studio and accompanying team support provided us with the necessary quality assurance to stand up to our stakeholders and partners in finance and marketing. This project was critical to re-establish trust in MMM. It also led to the successful adoption of the recommendations to improve performance”

Yerjanat Khabai

Marketing Data Science and Analytics Manager, at Intel


Client Review

Intel selected Marketscience to revamp their MMM solution and deliver a more transparent, comprehensive analytic solution.


Client Review

For client Unitymedia, Truesight Marketscience designed and implemented a multi-phased marketing analytics program that would measure the impact of investments and other sales drivers.

“We had an immediate need to transform into a data-driven organization while at the same time, optimizing spend to maximize effectiveness and enhance collaboration between our departments. We also needed a partner that would train, fully enable and then support our in-house analytics experts to own, manage and operate the full analytics process once the project was completed.”

James Oliver

Data Scientist Team Lead at Unitymedia

“It was the only solution that provided the necessary comprehensiveness to inform the complex financial models of the demand-side. Given our reliance on these models to make large investment and accounting recommendations, the academic and professional backing of the solution provided us with the leading edge and necessary support”

Dr. Jonathan Gillham

 Director of Economic Modeling and Econometrics at PwC


PwC Partner Review studio was selected by PwC after a competitive review.

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