Journal publications

  • Selected publications
  • brand management“Brand management and the marketing mix model”

P.M Cain (2014), Journal of Marketing Analytics Marketscience Consulting Download

Successful brand management requires a simultaneous holistic view of all players in the market. Conventional marketing mix analysis, however, focuses solely on individual brands in isolation. This paper argues that a dynamic version of the discrete choice attraction model is a preferable framework.

  • admap1_2014“Dynamic marketing mix modelling and digital attribution”

P.M Cain (2014), Admap Marketscience Consulting Download

In order to maintain its relevance in the modern digital economy, the traditional marketing mix model needs to be re-structured to incorporate digital media. This article presents a general dynamic approach that explicitly models the offline-online consumer purchase journey. 


  • “Modelling the real return on marketing investments”

P.M Cain (2011), Marketing NPV.

This article outlines a methodology for reliable measurement of the complete ROI on marketing investments, covering short-term incremental volume through to long-term brand building strategy.


Book cover

  • “Marketing mix modelling and return on investment”

P.M Cain (2010), Integrated Brand Marketing and Measuring Returns, Palgrave Macmillan. Marketscience ConsultingDownload

This paper provides a detailed outline of the marketing mix modelling process, dealing with state-space econometric techniques applied to marketing analytics and models for evaluating the long-term effects of marketing investments.


  • “Limitations of conventional marketing mix modelling”

P.M Cain (2008), Admap. Marketscience ConsultingDownload

This article argues that the conventional marketing mix model ignores the long-term effects of marketing investments by construction and needs to be re-structured to accommodate both short-run and long-run variation in the data. 


  • “Modelling and forecasting brand share: A dynamic demand system approach”

P.M Cain (2005), International Journal of Research in Marketing. Marketscience ConsultingDownload

This paper proposes a dynamic state-space AIDS model of brand share, providing a general framework to examine the time series properties of the data. The techniques provide an accurate assessment of the short and long-run effects of marketing mechanics.