Modeling short- and long-term marketing effects in the consumer purchase journey.

One of the most challenging things marketers deal with is determining the effectiveness of their efforts. Marketing touch-points with consumers have grown, but marketing budgets haven’t. Understanding where to place your spend is ever more important – and difficult.

Today we’re speaking with Peter Cain executive partner and co-founder of Marketscience, an award-winning marketing effectiveness agency.

Our conversation explores the research he has conducted into how to model both the short- and long-term marketing effects of different marketing components. 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 their model addresses the fundamental questions of causality and attribution.
• Why many predictive analytics might be more of a misleading distraction than useful tool.

Click here for the research article 

Click here for the blog post mentioned in the interview

The Up Next podcast’s access to this 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. 

Peter Cain is executive partner and co-founder of Marketscience, an award-winning marketing effectiveness agency, and is widely known for championing the use of dynamic modeling techniques to capture both short- and long-term marketing effects. Prior to Marketscience, Peter was the sole founder and CEO 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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International Journal of Research in Marketing

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Peter Cain

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Marketscience

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