The next episode in the Making Marketing Accountable webinar series happens Wednesday, Sep. 24, Noon ET, and features Peter Cain, presenting MMM: Design, Uses and Pitfalls.
Dr. Cain is Executive Director and Co-Founder of Marketscience, an independent marketing analytics consultancy specializing in advanced econometric modeling, statistical analysis and bespoke advice on traditional & digital marketing investments. He is widely known for championing the use of dynamic modeling techniques to capture long-term brand effects that provide a complete measure of ROMI.
“Marketing mix modelling has seen a surge in popularity in recent years, with the rise of many open-source software solutions purporting to simplify the modelling process. In this talk, I will discuss the structure and outputs of modern marketing mix modelling approaches together with two key pitfalls that continue to seriously impact model results and actionability: meaningful estimation of long-term marketing effects and the challenges of valid causal inference.”
Prior to the Marketscience merger with Truesight, Cain 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. He regularly publishes in top peer-reviewed journals. Before marketing research, he was in academia, specializing in monetary economics and econometrics.
Registration is FREE! Request your invitation from events@themasb.org.