Blog

Latest thinking

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. 

Demystifying MMM

Uncovering the Realistic Capabilities of Marketing Mix Modeling It’s 2017: you’re explaining to your CMO, CFO, and other department leads about the vast opportunities that Marketing Mix Modeling (MMM) can unearth for your brand. You run your audience through various scenarios and examples that showcase these opportunities in detail. The promise of a ‘new way forward’ – one that will ...
Read More

Categories

Subscribe to Our Blog

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 ...
Read More
the five pillars for marketing roi success - marketscience

Successful ROI Marketing Programs – The Five Pillars

Everybody is looking for a quick fix when embarking on a new Marketing ROI Program. They think the latest trendy platform or ...
Read More
Foundations of modern marketing mix modelling

The Foundations of Modern Marketing Mix Modeling

The Marketing Mix Model is a popular business tool designed to quantify marketing Return on Investment (ROI), guide the optimal allocation of ...
Read More
How to measure brand equity

Brand Equity Metrics and the Marketing Mix Model

Conventional MMM is short-term focused The conventional Marketing Mix Model (MMM) deals predominantly with short-term marketing effectiveness, where dynamic specification in the ...
Read More
Selection bias

Endogeneity And The Marketing Mix Model

Overview A key focus for most marketing managers is optimal allocation of the marketing budget. This relies heavily on correct causal attribution ...
Read More

Correlation versus Causation: measuring short and long-term effects of marketing investments

For decades MMM has been seen as a way to identify the “50% of advertising spend that is wasted”. However, failure to ...
Read More

COVID-19 Impact on Measuring Marketing Effectiveness: ISBA Member Presentation

Presented by: PricewaterhouseCoopers & Marketscience April-May 2021                     Recently, top tier consulting firm, PricewaterhouseCoopers ...
Read More

COVID Impact: Measurement & Analytics Q&A

In the wake of COVID’s impact, the questions and uncertainty that surround measurement and analytics grows larger by the day. With such ...
Read More

The Investor’s Guide to Successful Marketing Analytics

Although data is ubiquitous, only those who know how to use it properly will reap its benefits. In this article, we show ...
Read More
Scroll to Top