Econometrics Specialist Joins Millward Brown

Peter Cain, formerly of ACNielsen and IRI, has been appointed as Director of Econometric Analysis at Millward Brown's global Optimor unit.

Cain previously worked as an International Modelling and Analytical consultant at ACNielsen and has extensive experience in dissemination of best modelling and econometric practices. Prior to AC Nielsen, he was Head of Modelling Development at Information Resources Inc (IRI) where he developed multi-brand modelling and forecasting tools, designed to assess the impact of marketing strategies. He also has experience on the client side, having worked as an econometrician for The Boots Company. He has a PhD in Monetary Economics and Applied Econometrics from the University of Nottingham and has lectured extensively on economics and econometric theory and practice.

The Optimor unit specialises in maximising returns on brand and marketing investments. In his new role, Cain will work with the company's team of econometricians and statisticians, to provide short-term marketing mix optimisation, as well as longer term brand and business strategy. He will be based in Millward Brown's Warwick office in the UK, reporting to Joanna Seddon, Head of Millward Brown Optimor. Commenting on the appointment, Seddon said: 'Cain's arrival strengthens our global capabilities to offer best marketing investment planning and ROI measurement to our clients.'

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All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.