Marketscience has joined the marketing accountability movement by becoming a member of the Marketing Accountability Standards Board. The award-winning, independent marketing analytics consultancy is led by founders Sebastian Shapiro, David Dixon and Peter Cain, who each have more than 20 years of experience in advanced marketing analytics, management consulting and econometrics.
“I have known and worked with Sebastian, Peter and David over many years,” said Joanna Seddon, MASB CEO. “They are true thought leaders in marketing mix modeling and accountability. It’s a real pleasure to welcome them to MASB. I know they will contribute and hope they will benefit a lot.”
Irina Pessin-Monnerat, Associate Partner at Marketscience, will be serving on the MASB Advisory Council. She has an extensive background as a practitioner in the marketing effectiveness industry having worked in various media agencies and marketing effectiveness consultancies in both Europe and the U.S. “Joining MASB aligns perfectly with our core mission – to elevate the role of marketing as a measurable, strategic business driver,” she said. “We look forward to contributing our practical expertise in marketing measurement and collaborating with MASB members to help shape the standards that enable marketing teams, CFOs, and boards to speak the same language and make better-informed investment decisions.”
Marketscience provides advanced marketing effectiveness measurement and optimization services globally. The company enables clients to answer key questions around the performance of their online and offline marketing investments and provides business-focused insights and actionable solutions, facilitating the adoption of optimal strategies. Leveraging academically and commercially proofed solutions, the experience and expertise of a diverse team of professional, and AI-powered tools and technology, the company provides bespoke advice to help clients make smarter marketing decisions and grow their business.
The Marketing Accountability Standards Board is dedicated to establishing marketing measurement and accountability standards that link marketing actions to financial return. MASB members are changing the way business is done by improving the effectiveness and efficiency of marketing activities, enabling continuous improvement in financial return over time, and enhancing the credibility of the marketing discipline. For more information, contact Lee Hornick, Membership Director, leehornick@themasb.org.