Marketscience Studio

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


Data Visualization

Our Marketing Analytics and Optimization Software provides a modern, integrated environment for advanced marketing investment analytics.

In the Data Visualization module, users, including those without advanced analytic skills, can 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.

Ensure data quality and alignment
Comprehend information quickly
Pinpoint emerging trends
Identify relationships and patterns
Communicate story to stakeholders

Modeling Platform

The core Modeling module provides a comprehensive user interface (UI) for specifying 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 which is then transferred to the proprietary model estimation algorithm housed within the OxMetrics analytics package. Results from OxMetrics are then returned for viewing in the UI with full graphical interface.

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.

Full System Decomposition

The Full System Decomposition provides an elegant and automated solution to the challenge of turning a given econometric model result into 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

Simulation & Optimization

The Simulation and Optimization (SimOpt) module 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

Forecasting & Reporting

The Forecasting and Reporting module rounds out the Studio software with a comprehensive tool for monitoring in-market performance of the model in terms of ongoing forecast accuracy. In addition, this provides an ongoing decomposition and indication of the impact of driving factors during the forecast period thus supporting ongoing diagnosis of performance.

Ideal approaches for Marketing, Sales and Ops forecasting and collaboration
Seamless forecasting by product, campaign, region or any other dimension

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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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