ISBA partners PwC recently ran a webinar for ISBA members with marketing analytics consultancy Marketscience which explored the impact COVID-19 has had on measuring marketing effectiveness.
Marketscience & PwC have worked together for years, deploying customised, advanced Marketing Mix Modelling (MMM) solutions for their shared F500 clients. The two companies have spent the last year analysing COVID’s impact and advising clients on the proper modeling techniques to control for this “black swan” event.
The below article has rounded up some the key discussion points from the webinar.