Trinity College Dublin spin-out commercialises breakthrough marketing measurement technology to help businesses and agencies eliminate wasted advertising spend
MarSci, a Trinity College Dublin spin-out supported by Enterprise Ireland and ADAPT, is tackling the €1 trillion advertising industry’s measurement problem, where as much as 60% of spend is estimated to be wasted due to broken attribution.
Founded from research conducted during George Filippou’s PhD at Trinity College Dublin, MarSci developed Causal-Driven Attribution (CDA), combining causal inference and Bayesian modelling to better measure the impact of marketing. The research was further developed through the TCD Commercialisation Fund and published in the Journal of Marketing Analytics.
Today, MarSci’s open-source platform runs around 200 models per week and analyses with more than 280 trial partners, and has worked with companies including KIKO Cosmetics, Philip Morris and Danone.
MarSci is now bringing Marketing Mix Modelling and attribution to mid-sized advertisers and agencies, delivering results in as little as 20 minutes compared with traditional approaches that can take months.
George Filippou, PhD, Founder of MarSci, says: “We founded MarSci because most statistical analyses in marketing do not align with the real needs of advertisers. Our goal is to give advertisers a fair and data-driven path to grow their business.”
