NEWS29 October 2009

MarketShare picks Optimor’s Cain for Euro analytics role

People UK

UK— Marketing analytics firm MarketShare Partners has appointed Millward Brown Optimor executive Peter Cain to lead its European analytics team and spearhead its global consumer goods practice.

Cain was until recently global vice president of econometrics at Optimor and before that worked for ACNielsen as an international modelling and analytics consultant.

He began his career working on sales models and forecasts at health and beauty retailer Boots.

Cain said: “My passion is applying advanced analytics to help clients understand the effectiveness of their marketing efforts and untangle complex markets.”

In recent months MarketShare Partners has put together an advisory board of high-profile marketers including ex-Procter & Gamble CMO Jim Stengel, his eBay counterpart Mike Linton and CBS chief research officer David Poltrack.

The firm has also recently signed deals with companies including media group Forbes and ad agency Ogilvy & Mather for its marketing resource allocation software Compass.