Dr. Peter Cain

Dr. Peter Cain is the Managing Director of Marketscience Consulting Ltd, an award-winning independent consultancy specialising in advanced econometric modelling, statistical analysis and bespoke advice on marketing investments. In addition to day-to-day running of the business, Peter focuses on business development, project management, econometric analysis and client presentations, marketing analytics training and preparation of academic papers.

Peter founded the company following many years of designing, project-managing and presenting econometric analyses and business solutions for a wide range of international blue-chip clients. Peter holds BSc and MSc degrees in Economics from the University of Warwick and a PhD in Economics from the University of Nottingham.

Marketing mix modelling and the consumer purchase journey

With the advent of digital marketing, the role of media in the product purchase decision has evolved significantly, typically involving a network of interactions between traditional advertising, online search, website research and social media.

This presentation outlines how the measurement of marketing effectiveness has adapted to deal with this complexity, capturing the role of paid, owned and earned media in the modern off and online consumer purchase journey.