Peter discusses new paper with Gabriella Mirabelli on the Up Next Podcast

  • March 3, 2022
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Marketscience Founder Dr Peter Cain Featured on the latest Up Next Podcast

We’re excited to share that our Up Next podcast episode – featuring company founder Peter Cain – is now live!  In this episode Peter join's podcast host, Gabriella Mirabelli to explore the research he has conducted on how to measure the long term effect of marketing strategy on brand sales. It’s academically rigorous work that has real-life practical application for marketing practitioners.

Topics include:

  • Why it’s important to look at both short- and long-term effects when evaluating your marketing mix.
  • How different on-line and off-line marketing components interact with each other.
  • How different media types play distinct roles in the short and long term.
  • How the model addresses the fundamental questions of causality and attribution.
  • Why predictive analytics might be more of a misleading distraction than useful tool.

To listen to the podcast click here:

About Up Next and the IJRM

Up Next with Gabriella Mirabelli is a Podcast series which investigates new ideas and new technology causing seismic shifts the media industry. Meet the innovators, the risk-takers and the disrupters on the front lines of change from Hollywood, Wall Street, Silicon Valley and beyond. This is the “Up Next Podcast” with Gabriella Mirabelli.

The Up Next podcast’s access to the content is courtesy of the International Journal of Research in Marketing,  an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.

IJRM  aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking. 

About Peter Cain

Peter Cain is executive partner and co-founder of Marketscience, an award-winning marketing effectiveness agency. He is widely known for championing the use of dynamic modeling techniques to capture both short- and long-term marketing effects and measure the long term effect of marketing strategy on brand sales. Peter was the original founder of Marketscience, which he established in 2012 with the goal of blending academic, commercially relevant analytics and strategic advice for business. He has more than 20 years of commercial and academic experience in economics and marketing science designing econometric business solutions for blue-chip companies and organizations. Dr. Cain has experience consulting across a wide range of industries and writes extensively on economics and econometrics in marketing. He regularly publishes in top peer-reviewed journals. Before marketing research, Dr. Cain was in academia, specializing in monetary economics and econometrics. He holds BSc and MSc degrees in Economics from the University of Warwick, and a PhD in Monetary Economics from the University of Nottingham.

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