News

Marketscience in the business news

On May 12th, 2017, posted in: Econometric Modelling by Comments Off on Marketscience in the business news

Marketscience Consulting to exhibit at The Business Show 2016

On September 19th, 2016, posted in: Econometric Modelling by Comments Off on Marketscience Consulting to exhibit at The Business Show 2016


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Marketscience Consulting to exhibit and present on attribution modelling in modern marketing analytics.

Marketscience Consulting wins at the RAR awards 2016

On May 2nd, 2016, posted in: Econometric Modelling by Comments Off on Marketscience Consulting wins at the RAR awards 2016

Picture1Marketscience Consulting wins in the Market Research category at the RAR awards 2016.

RAR award finalist for market research

On March 16th, 2016, posted in: Econometric Modelling by Comments Off on RAR award finalist for market research

awards_finalist_logo_2016Marketscience Consulting selected as finalist in RAR awards for market research.

 

 

 

 

 

 

Recommended Agency Register

On December 21st, 2015, posted in: Econometric Modelling by Comments Off on Recommended Agency Register

RAR (2)Marketscience Consulting gains recommended agency status.

 

Economics and econometrics in modern marketing mix modelling

On January 22nd, 2015, posted in: Econometric Modelling by Comments Off on Economics and econometrics in modern marketing mix modelling

economicsThis article outlines the consumer behavioural foundations of the Marketing Mix Model, ranging from microeconomic competitive structures and on and offline paths to purchase, through to long-term media effects and heterogeneity of consumer response. Download

Dynamic marketing mix modelling: theory and practice

On August 20th, 2014, posted in: Econometric Modelling by Comments Off on Dynamic marketing mix modelling: theory and practice

trainingNext training course in Marketing Analytics to take place at Cass Business School 24-26 September 2014 in conjunction with Timberlake Consultants.

The course covers a modern treatment of the practice, ranging from economic foundations of the model, advanced time series estimation techniques, long-term marketing effects and sales decompositions through to actionable client outputs. Click here for details.

Measuring long-term effects in marketing

On June 20th, 2014, posted in: Econometric Modelling, Long-term marketing by Comments Off on Measuring long-term effects in marketing

Long term marketingThis article illustrates a new time series approach to measuring long-term marketing effects, combining consumer tracking research with the trend component of the dynamic marketing mix model.

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Marketing mix modelling and Big Data

On June 12th, 2014, posted in: Econometric Modelling by Comments Off on Marketing mix modelling and Big Data

Big DataIn the wake of the Big Data revolution, data mining and machine learning methods have taken centre stage in unstructured data analysis. However, when it comes to marketing ROI, simulation and causal based inference, marketing mix modelling continues to play a key role. 

This article looks at various econometric techniques used by mix modellers to help deal with modern big datasets.

Brand management and the marketing mix model

On April 25th, 2014, posted in: Publications by Comments Off on Brand management and the marketing mix model

BRAND MANAGEMENTSuccessful brand management requires a simultaneous holistic view of all players in the market. Conventional marketing mix analysis, however, focuses solely on individual brands in isolation. 

This paper argues that a dynamic version of the discrete choice attraction model is an ideal alternative, with practical benefits for the manufacturer-retailer relationship.