Everyone claims to be a pioneer…

But do they have the research to back it up?

For the past 20 years, Marketscience Executive Partner, Dr. Peter Cain, has authored innovative journal articles on the theories and methods surrounding Marketing Mix Modeling.

Modelling short and long-term effects in the consumer purchase journey

A practical modelling system for marketing mix practitioners with a rigorous economic and statistical foundation for short and long-term advertising effects.

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Brand management and the marketing mix model

A demand system approach to the standard marketing mix model that treats the entire category as a single unit, accurately capturing competitive steal, cannibalisation, halo and category expansion effects of brand specific marketing.

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Modelling and forecasting brand share: a dynamic demand system approach

Introduces the Unobserved Component Modelling approach to the marketing literature, improving dynamic specification of the mix model and allowing estimation of short and long-term advertising effects.

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Modelling and forecasting brand share: a dynamic demand system approach

This paper proposes a dynamic state-space AIDS model of brand share, separating the transitory and permanent components of the data. The model structure provides an accurate assessment of the short-run effects of marketing mechanics and the extracted permanent component allows a separate auxiliary analysis of the long-run effects of marketing mechanics.

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