Browsing Tag

David Dixon

Marketing Analytics Firms Marketscience Consulting and Truesight Consulting Merge to Deliver More Unified and Advanced Client Solutions

Independent marketing analytics firms Marketscience Consulting and Truesight Consulting announce today their official merger into single entity: Marketscience. For over a year, the two firms have been in an exclusive partnership that enabled them to unify and advance their analytic offerings, increase scale, and expand resources. Today that partnership is solidified through their official merger. Marketscience recognizes the value of academically rigorous analytics and have built close relationships with the academic…

Five Inconvenient Truths of Multi-Touch Attribution (MTA)

After several years of development and heightened industry expectations, the MTA bubble is bursting before our eyes. With the sun-setting of Convertro by Oath, the internalization of Adometry by Google 360, and the recent purchase (and likely absorption) of Visual IQ by Nielsen, the once big three of MTA have now all but disappeared. Why? On the surface, these large media networks saw a chance to bring in-house a technology to enhance and optimize ad-spend within their own programmatic platforms, but the truth is that MTA…