Strategic leadership team

Dr. Peter Cain

Founder and managing director

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With over 20 years of academic and commercial experience covering economics and marketing science, Peter founded Marketscience Consulting with one aim in mind: to provide a blend of academic, commercially relevant analytics and strategic advice for business.

Along with a deep level of industry experience, Peter has written extensively on economics and econometrics in marketing, published in top peer-reviewed academic journals and presented commercial applications of this work at many client conferences.

Prior to forming the company, Peter held a range of senior positions in the industry where he developed and implemented dynamic time series approaches to mix modelling and long-term marketing evaluation. For a selection of thought leadership papers in the field, see here.

Prior to his career in the marketing research industry, Peter lectured and researched widely in the academic sector, specialising 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.

Dr. Pankaj Kumar

David Dixon

Strategic partner

David Dixon is founder and managing partner of Truesight Consulting and a strategic partner of Marketscience. He brings more than 20 years of experience in advanced marketing analytics, management consulting and organizational leadership to the firm.

Before launching Truesight, David was global CEO and managing partner of Ninah Consulting, Ltd., formerly a leading provider of MMM services owned by the Publicis Group. At Ninah, he was responsible for 10 years of profitable growth, revenues of more than $25 million and 70 full time employees. David established the US operations of Initiative Consulting, a spin-off of the Interpublic Group of Companies’ Initiative Media, and following that, the Marketing Accountability Partnership (MAP), another IPG-owned analytics company.

David brings significant experience working with blue-chip companies like Apple, Intuit, Verizon, Kellogg’s, Home Depot, Bank of America, Kohl’s and others and holds a Masters’ Degree of Economics from London University.

 David Dixon

Sebastian Shapiro

Strategic Partner

Sebastian Shapiro is co-founder and partner of Truesight Consulting and a strategic partner of Marketscience. He has over 20 years of global marketing, consulting and leadership experience within the marketing, sales and analytics field. Sebastian has built, and managed marketing and analytics consulting practices worth more than $15 million in revenue and has worked extensively in the management consulting industry.

Prior to Truesight Consulting, Sebastian helped build and lead Ninah Consulting, where he was partner and managing director, from a 2-person team in 2006 to a leading global marketing analytics firm with over $20 million in consulting services revenue globally. At Ninah, he was responsible for client development, thought leadership, product development and overall firm management.

Before Ninah, he helped develop and lead the Marketing Accountability Partnership (MAP), a marketing analytics company within the Interpublic Group of Companies (IPG). He also had tenures with FutureBrand, where he led the brand analytics practice, and created a unique approach to brand valuation. He began his career at PWC in the M&A practice.

Sebastian graduated from Harvard and holds an advanced degree in Economics from Aarhus University, Denmark.

 David Dixon

Nitesh Sahay

Strategic Partner

Nitesh is a partner at Truesight Consulting and a strategic partner of Marketscience. He brings over 16 years of experience in delivering analytics based solutions. He has led multi-million dollar MMM projects spanning financial, CPG, telecom retail and pharmaceutical industries, with the objective to help clients maximize their returns through optimized marketing spend and better consumer targeting.

Prior to Truesight, Nitesh was regional director (APAC) for Ninah Consulting, handling a large analytics portfolio involving business development of advanced analytical capabilities. Before joining Ninah, Nitesh worked as Analytics Manager for Symphony Marketing Solutions, leading an analytics team working across Marketing Mix Modelling, Market Structure, Customer Segmentation and other predictive modeling techniques to help clients understand the market and competition from a media as well as consumer perspective.

Prior to this role, Nitesh worked as a Senior Economist for Data Monitor leading a team focusing on advanced modelling solutions as well as creating and training modeling teams in VBA programming and macroeconomic and econometric modeling.

Nitesh has extensive research experience with ICRIER, NCAER, Universite Laval (Quebec) on the application of advanced econometric techniques and is a passionate analytics software developer for in-house use as well as for client requirements. He holds MPhil and MA degrees in Economics from Jawaharlal Nehru University and a BA in Economics from Delhi University.

 David Dixon