White papers

  • Selected white papers

economics“Economics and econometrics in modern marketing mix modelling” Marketscience ConsultingDownload

P.M Cain

This 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 the measurement of long-term media effects and heterogeneity of consumer response.  

Big Data“Marketing mix modelling and Big Data” Marketscience Consulting Download

P.M Cain

In 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.

advanced methods“Advanced methods in marketing econometrics” Marketscience Consulting Download

P.M Cain

This article outlines three broad innovations in marketing mix modelling (MMM) techniques ranging from competitive structure and the measurement of long-term effects through to incorporation of digital and social media.

All such innovations lead to increased flexibility and realism with more accurate client deliverables, helping to maintain the relevance of MMM in the modern digital economy.

Long term marketing

“Modelling and forecasting category and brand volume: the cornerstone of modern ECR”

P.M Cain

This paper examines how univariate time series and dynamic economic models may be used to help forecast consumer demand and inform the supply chain planning process.